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.
“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.”