Lamborghini, the manufacturer of prestige sports cars, has just unveiled a SUV that wants to nibble a market share in this sector dominated by German brands.
It should be noted that the Italian brand has already proposed an off-road version of its models in the 1980s, without much success. Called Urus, this “Super SUV” was unveiled at a show held at the historic Lamborghini factory in Sant’Agata Bolognese. Like the luxury coupes of the brand, the SUV version will also remain in a relatively high price range: 171 500 euros. The objective of such an orientation is to double its sales by 2019 (3,457 sales in 2016).
A vehicle for all terrain
Urus will have the challenge to conquer all tracks. It will meet the expectations of an increasingly demanding clientele who wants to travel on all types of terrain, whether in the dunes or on the ice. For this, the vehicle has a suspension height adjustable. The vehicle ships a biturbo V8 from 0 to 100 in just 3.6 seconds. The maximum speed announced is 305 km / h, making this model the fastest SUV in the industry.
A delay in the SUV market
For its project, the Italian brand has not skimped on the budget with an investment amounting to hundreds of millions of euros. It also forced her to increase her workforce by hiring more than 500 new employees. This initiative is a bit late compared to the competition because it is one of the last sports brands to position itself in the SUV sector. For example, Porsche launched the Cayenne range in 2002. In just 10 years, the sale of 4 × 4 and cross-over has increased by 233% to rule more than 26 million models sold until 2016. And according to the figures, the figure is expected to increase by 30% until in 2020. (Source of figures: IHS Markit) While the all-terrain sector is growing strongly, the prestige SUV range is only a small part of sales. In 2016 in particular, there were only 21,000 models of 4 × 4 luxury that were sold. But we expect a 40% increase until 2020, around 29,300 models.