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Forget Sports Cars, SUVs Set to Dominate Super-Premium Luxury Market

Utility vehicles likely to be best-sellers for brands like Aston Martin, Bentley, Lamborghini, even Rolls-Royce.

by on Aug.24, 2016

Lamborghini first revealed the Urus SUV concept at the 2012 Beijing Motor Show.

They’re both known for their high-performance sports cars, but when Aston Martin and Lamborghini launch two of their most critical models ever, both in 2019, the focus of the two brands will shift to sport-utility vehicles.

If all goes according to plan, those two models, the Aston Martin DBX and the production version of the Lamborghini Urus concept, will generate at least 50% or more of their sales. But that’s far from precedent setting. Best known for sports cars like the 911 and the Boxster, it’s the Cayenne and Macan SUVs that already generate the biggest sales numbers for Porsche.

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Super-premium utility vehicles are “going to be the hottest segment in the luxury market,” said Simon Sproule, the chief marketing officer for Aston. “As with the mainstream market, that’s what people want to drive.”

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Big Changes Coming for Lamborghini – Including New CEO

Domenicalli comes in as Winkelmann moves to Audi.

by on Feb.23, 2016

Stephan Winkelmann saw Lamborghini sales double and revenues triple during his tenure.

There are some big changes coming at Automobili Lamborghini, both on the product and the personnel side.

The Italian supercar maker, a unit of Germany’s Volkswagen AG, will be getting a new CEO, to start with, former Ferrari Formula One team boss Stefano Domenicali taking the place, next month, of long-time Lambo Chief Executive Stephan Winkelmann.

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But a series of changes Winkelmann has set in motion will continue to move forward, notably including the planned 2018 launch of a new model series, the Urus sport-utility vehicle. That project is expected to double the Italian brand’s total volume in the years ahead.

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Lamborghini Gives Urus SUV the Green Light

Production model due in 2018.

by on May.27, 2015

Lamborghini first revealed the Urus SUV concept at the 2012 Beijing Motor Show.

Put Lamborghini on the fast-growing list of luxury automakers adding an SUV to their product lines. The maker is officially confirming plans to produce a version of the Urus concept vehicle it first unveiled at the Tokyo Motor Show in April 2012.

Expect to see the high-performance ute reach showrooms sometime in 2018, Lambo joining such high-end brands as Porsche, Bentley, Maserati, Rolls-Royce and likely Aston Martin who will by then be selling SUVs pushing well into the six-figure price range.

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Lamborghini’s move comes as little surprise. It has been toying with the idea for a number of years and come close to giving the Urus project the green light on several previous occasions. It recently pulled back, however, blaming that on the Italian government which had been dangling the idea of incentive money if the luxury ute were to be built in Italy.

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First Look: Lamborghini Urus Super-Ute

Expect to see Lambo take the LB736 racing.

by on Apr.23, 2012

Lamborghini is going off-road with the Urus.

Four years after hinting it had an SUV in mind with the Estoque concept vehicle, Lamborghini is indeed getting into the game.  After a few feints and dodges, the maker has officially confirmed that its oft-discussed third model line will be a sport-ute known internally as the LB736.

But eager buyers will get to know the new offering – which debuted today at the Beijing Motor Show – as the Lamborghini Urus.  And, yes, that’s in form with Lambo naming tradition, Urus a type of bull.  No, not that kind, it’s the ursine equivalent of a draft horse.  And the Italian maker is deadly serious about the launch of the new SUV.

Lambo styling chief Filippo Perini has come up with a design that’s distinctly different from the other SUV offerings from the other Volkswagen AG luxury brands, notably the Audi Q7 and the, er, controversial EXP 9 F concept from Bentley revealed at the Geneva Motor Show last month.

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“The Urus is a very concrete idea for the future of Lamborghini – as a third model line and as the perfect complement to our super sports cars,” said Stephan Winkelmann, President and CEO of Automobili Lamborghini. “SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide. The Urus is the most extreme interpretation of the SUV idea; it is the Lamborghini of the SUVs.”

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