Lamborghini Teases Urus SUV and Its Six Driving Modes
Lamborghini has previewed the upcoming Urus SUV with a video showing its camouflaged prototype tackling sand dunes and demonstrating its six selectable driving modes.
Lamborghini has released a video preview of the Urus, its long-awaited SUV, ahead of the model’s official unveiling in December 2017. The footage shows the camouflaged prototype being driven across sand dunes, with a focus on the Urus’s selectable driving modes designed to handle a wide range of conditions.
The Urus’s driving mode system, called ANIMA (Adaptive Network Intelligence Management), is adapted from Lamborghini’s Huracan and Aventador supercars. For the Urus, ANIMA offers six modes: Strada (road), Sport, Corsa (track), Sabbia (sand), Terra (land), and Neve (snow). The preview highlights Sabbia mode, with the prototype tackling desert terrain, suggesting Lamborghini intends the Urus to appeal to buyers in regions such as the Middle East where off-road ability is valued.
Driving Modes for All Conditions
- Strada: standard road driving
- Sport: dynamic on-road performance
- Corsa: track-oriented settings
- Sabbia: optimised for sand and dunes
- Terra: for rough and loose surfaces
- Neve: for snow and slippery conditions
The Urus is Lamborghini’s first SUV since the LM002, a model often referred to as the "Rambo Lambo" and known for its rugged capabilities. Lamborghini positions the Urus as a super-SUV, aiming to combine high performance with versatility. The six-mode system is intended to give the Urus a broader range of abilities than any previous Lamborghini, from high-speed road driving to loose-surface off-roading. This approach reflects Lamborghini’s ambition to compete in the growing luxury performance SUV segment, which is expected to attract more competitors in the near future.
The video does not reveal any new details about the model’s design, as the prototype remains fully camouflaged. However, the emphasis on technical features and driving modes suggests Lamborghini is keen to highlight the Urus’s adaptability and appeal to a global audience. The choice to showcase the SUV in sand dunes, and the naming of Sabbia mode (which means "sand" in Italian and is also the name of a village in Italy), further underlines the brand’s intention to target markets where off-road performance is a significant selling point.
Production and Market Context
Lamborghini is due to reveal the production version of the Urus at a dedicated event in December 2017. The model is expected to compete with other luxury performance SUVs, such as those offered by established brands in the segment. With its blend of supercar technology and SUV practicality, the Urus could play a key role in expanding Lamborghini’s global reach and attracting new customers who seek both exclusivity and utility in a high-end vehicle.
The Urus’s development has been a lengthy process, beginning with the unveiling of the original concept at the Beijing Motor Show in April 2012. After years of debate and planning, Lamborghini’s decision to move forward with production signals the company’s commitment to diversifying its line-up. For background on the model’s development and manufacturing plans, Lamborghini has indicated production will take place in Slovakia from 2017.
As anticipation builds ahead of the official launch, the Urus stands as an important step for Lamborghini, marking its return to the SUV market and broadening its appeal beyond traditional supercar buyers. The focus on advanced driving modes and adaptability highlights the company’s aim to deliver both performance and practicality in its new model.
