Lamborghini Urus Sets New Sales Record: A Global Success Story for the Luxury SUV

Lamborghini Urus Breaks Sales Records with 20,000th Unit Produced

Lamborghini's Best-Selling Model Achieves New Milestone

Automobili Lamborghini has added another impressive milestone to its long list of achievements with the Lamborghini Urus, its high-performance SUV. Since its market debut in 2018, the Urus has become the fastest-selling model in Lamborghini’s history, with 20,000 units produced in record time. The 20,000th Urus, finished in the striking Viola Mithras purple with black brake calipers and a panoramic sunroof, rolled off the production line and is headed to a customer in Azerbaijan.

Urus: Driving Lamborghini’s Growth and Innovation

The Lamborghini Urus has been the catalyst for the brand, doubling sales and expanding its production facility in Sant’Agata Bolognese. Garnering multiple prestigious awards, the Urus embodies the spirit of “Unlock Any Road,” conquering everything from the highest mountain roads to some of the world’s roughest terrains. Collectively, Urus SUVs worldwide have accumulated over 360 million kilometers on the road.

Executive Statement: The Birth of a Legend

Commenting on this achievement, Stephan Winkelmann, President and CEO of Automobili Lamborghini, said: “From the moment we unveiled the Urus concept at the Beijing Auto Show in 2012 to its market launch in 2018, the Urus has proven itself year after year as an instant and enduring success. It stands as a true Lamborghini, built upon a rich heritage of extreme sports cars and inspired by the world’s first super SUV, the LM 002. The Urus perfectly complements our lineup of super sports cars, delivering an exhilarating daily driving experience for those who embody our authentic Italian brand.”

Global Adventures and Record-Setting Journeys

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

With six driving modes—Strada, Sport, Corsa, plus settings for off-road, sand, and snow—the Urus quickly earned a reputation as the SUV that can “Unlock Any Road.” The Urus set a record speed driving on the frozen surface of Russia’s Lake Baikal and conquered the world’s highest drivable road at Umling La in India, 19,300 feet above sea level.

The Urus covered 6,500 kilometers on its tours across Japan, explored Iceland’s rugged landscapes, and excelled on ice and snow during Lamborghini Accademia driving programs. The SUV visited the most exclusive destinations in picturesque Sardinia, crossed Italian mountains to reach Christmas markets, and demonstrated its prowess on the sand at Nazaré Beach in Portugal alongside surfing champion Alessandro Marcianò. It also accompanied Italian paragliding champion Aaron Durogati on and off-road during the demanding Red Bull X-Alps race in the Italian Alps.

Personalization Through Ad Personam: Expressing Individuality with Color

The most popular exterior colors for the Lamborghini Urus, as chosen through Lamborghini’s Ad Personam customization program, are Grigio Telesto (grey), Blu Cepheus (blue), and Viola Pasifae (purple). Additionally, the allure of graphite and pearlescent interiors has attracted Lamborghini customers to Nero Noctis Matt (matte graphite black) and Arancio Borealis (pearlescent orange) finishes.

These five Ad Personam exterior colors have become favorites, reflecting the distinctive character of the Urus and the diverse personalities of its owners.

Production Expansion and Manufacturing 4.0

The arrival of the Urus brought significant growth to Lamborghini’s headquarters in Sant’Agata Bolognese. The factory size doubled from 80,000 to 160,000 square meters with the adoption of the innovative Lamborghini Manufacturing 4.0 approach, enhancing production line support through advanced manufacturing technologies. Over 500 new full-time employees were hired between 2015 and 2018 to sustain the Urus project. In 2019, a dedicated Urus paint shop was inaugurated, and since 2020, the Urus supply chain has become more sustainable, switching from truck to rail transport for body shells and reducing CO₂ emissions by 85%.

V8 Twin-Turbo Engine: Super Sports DNA Meets Everyday Practicality

The Lamborghini Urus features a 4.0-liter V8 twin-turbocharged engine, delivering 650 hp (478 kW) at 6,000 rpm (max 6,800 rpm) and 850 Nm of torque at 2,250 rpm. With a specific output of 162.7 hp/liter—among the highest in its class—and a best-in-class weight-to-power ratio of 3.38 kg/hp, the Urus combines all-wheel drive and four-wheel steering for outstanding performance. The Urus 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.