Lamborghini Urus Breaks Sales Records: Unmatched SUV Performance and Innovation

Lamborghini Urus Sets New Sales Record, Reinforces Position as Leading Super SUV

20,000th Lamborghini Urus Rolls Off the Production Line

Automobili Lamborghini has added yet another remarkable milestone to its extensive list of achievements, as the Urus super SUV sets a new sales record for the brand. Since its market debut in 2018, over 20,000 units of the Lamborghini Urus have been produced, making it the fastest-selling model in the company’s history, with record-breaking annual sales year after year. The 20,000th Urus, finished in Viola Mithras purple with black brake calipers and a panoramic sunroof, has just left the production line and will soon be delivered to a customer in Azerbaijan.

Driving Lamborghini’s Growth and Global Recognition

The Lamborghini Urus has been the catalyst for the brand’s remarkable growth, doubling both sales and the size of the factory in Sant’Agata Bolognese. The Urus has received numerous prestigious awards and has become a symbol of the brand’s “Unlock any Road” philosophy, excelling on everything from the highest mountain roads to the most challenging off-road trails. Collectively, Urus vehicles worldwide have covered more than 360 million kilometers.

CEO Stefan Winkelmann on the Urus Phenomenon

Commenting on this achievement, Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, stated: “From the moment we unveiled the Urus concept at the Beijing Auto Show in 2012 to its market launch in 2018, the Urus has consistently proven to be an instant and lasting success. It represents a true Lamborghini, rooted in our longstanding sports heritage and inspired by the LM 002, the world’s first super SUV. The Urus perfectly complements our range of super sports cars, offering a luxurious, high-performance driving experience for those who share our authentic Italian brand values.”

Milestones and Adventures: Lamborghini Urus Around the World

Global Debut and Customer Reception

Launched in December 2017 and presented to customers in spring 2018, the Urus embarked on a global tour, visiting 114 cities in just four months. Notably, over 70% of initial orders came from customers new to the Lamborghini brand.

Unmatched Performance Across Every Terrain

Featuring six drive modes—Strada, Sport, and Corsa, as well as settings for rough terrain, sand, and snow—the Urus quickly earned a reputation for conquering any road. The super SUV set a record high speed on ice at Russia’s Lake Baikal and traversed the world’s highest drivable road, the Umling La Pass in India, situated at an altitude of 19,300 feet.

Epic Journeys and Exclusive Experiences

• Covered 6,500 km across Japan on a grand tour.
• Explored Iceland’s rugged landscapes.
• Excelled on snow and ice during Lamborghini Accademia driving events.
• Visited some of Sardinia’s most exclusive destinations.
• Crossed Italian mountains to reach Christmas markets.
• Demonstrated its power on the sands of Nazaré Beach, Portugal, alongside surfing champion Alessandro Marcianò.
• Accompanied Italian paragliding champion Aaron Durogati during his challenging Red Bull X-Alps race through the Italian Alps.

Ad Personam Customization: Expressing Personality Through Color

The most popular exterior colors for the Lamborghini Urus, as selected through the Ad Personam customization program, include Grigio Telesto (grey), Blu Cepheus (blue), and Viola Pasifae (purple). The striking graphite and pearl interiors have also attracted Lamborghini clients to Nero Noctis Matt (matte black) and Arancio Borealis (pearl orange).

These five standout Ad Personam colors have become favorites, reflecting the unique personality of the Urus and its diverse owners worldwide.

Factory Expansion, Innovative Manufacturing, and Sustainability

The arrival of the Urus led to significant growth at Lamborghini’s Sant’Agata Bolognese headquarters, with factory space expanding from 80,000 to 160,000 square meters. The adoption of Manufacturing 4.0 brought innovative production technologies that support the assembly line workforce. To sustain the Urus project, more than 500 new full-time employees were hired between 2015 and 2018. In 2019, a dedicated paint shop for the Urus was inaugurated, and since 2020, the supply chain has become more sustainable by replacing truck transportation with trains, reducing CO₂ emissions by 85%.

V8 Twin-Turbo Engine: The Heart of a True Super SUV

The Lamborghini Urus is powered by a 4.0-liter V8 twin-turbocharged engine, delivering 650 hp (478 kW) at 6,000 rpm (with a maximum of 6,800 rpm) and 850 Nm of torque at 2,250 rpm. With a specific output of 162.7 hp/liter—one of the highest in its segment—and a best-in-class weight-to-power ratio of 3.38 kg/hp, the Urus combines all-wheel drive with four-wheel steering for exceptional performance. The SUV accelerates from 0 to 100 km/h in just 3.6 seconds (0–200 km/h in 12.8 seconds) and reaches a top speed of 305 km/h.