Lamborghini Targets 2017 Launch for Urus SUV
Lamborghini CEO Stephan Winkelmann confirmed plans to introduce the Urus SUV by 2017, as the brand looks to expand beyond supercars and tap into the growing luxury SUV market.
Lamborghini aims to bring its Urus SUV to market by 2017, CEO Stephan Winkelmann confirmed at the Detroit auto show. The Italian marque, owned by Volkswagen Group, is preparing to enter the luxury SUV segment as rivals Bentley and Porsche do the same.
Winkelmann said Lamborghini’s expectation is to introduce the Urus in 2017, following the unveiling of the concept in 2012. The move would mark Lamborghini’s return to the SUV market after the LM002, which ended production in 1993. The company believes the luxury SUV sector will continue to grow, offering a new route to increase sales volumes beyond its traditional supercar line-up.
SUVs as growth strategy for luxury brands
The Urus project fits into a broader Volkswagen Group strategy. Bentley received approval to build its own SUV, targeting a 2016 launch, while Porsche is adding the Macan to its range in April 2014. The Macan will join the larger Cayenne, already a strong seller for Porsche. These moves reflect the group’s confidence in sustained demand for high-end SUVs, particularly in North America and emerging markets.
Lamborghini has set an internal goal of up to 3,000 Urus deliveries per year. The company’s previous SUV, the LM002, was built in limited numbers and targeted at military and civilian buyers, but production ended after less than a decade. The Urus is expected to take a more conventional luxury approach, sharing some architecture with other VW Group models but carrying distinct Lamborghini design and performance cues.
What it means for Lamborghini and the market
The Urus is intended to broaden Lamborghini’s customer base and stabilise annual sales, which have historically fluctuated with demand for supercars. By joining the luxury SUV segment, Lamborghini follows a path already proven by Porsche, whose Cayenne and now Macan have become core products. If the Urus meets its sales targets, it could quickly become the brand’s best-selling model.
At the same time, Lamborghini is preparing to launch the Huracan, which replaces the Gallardo as the brand’s entry-level sports car. Winkelmann said deliveries for the Huracan would begin in the second half of 2014. The company expects North American demand to grow, while European sales may remain stable or see a slight decline. The Urus, aimed at a different segment, is designed to help offset these market fluctuations.
Next steps and production plans
Lamborghini has not yet confirmed the Urus production location, but Volkswagen Group has a record of sharing platforms and manufacturing resources among its brands. For more on the eventual production site and VW’s broader SUV strategy, see Lamborghini Urus SUV Production Planned for Slovakia from 2017.
