Lamborghini Urus: A High-Performance SUV Achieving Record Sales Worldwide

Lamborghini's Achievements with the Urus

Automobili Lamborghini has added a new record to its long list of remarkable achievements with its high-performance SUV, the Urus, which has become the best-selling model in the shortest time ever. Since its debut in 2018, 20,000 units have been produced, setting record sales year after year.

The 20,000th Urus, painted in Viola Mithras (purple) with black brake calipers and a panoramic sunroof, has rolled off the production line and will be delivered to a customer in Azerbaijan.

The Importance of the Urus in Lamborghini's Sales

The Urus has been a catalyst for Lamborghini, allowing the company to double its sales and the size of its facility in Sant'Agata Bolognese. It has won numerous prestigious awards and has become a symbol of a vehicle capable of Unlocking Any Road in international events, from the highest roads to the roughest trails.

It is estimated that all Urus vehicles globally have driven over 360 million kilometers combined.

Statements from Officials

Commenting on this achievement, Stephan Winkelmann, President and CEO of Automobili Lamborghini, stated: "From the moment we introduced the Urus concept at the Beijing Auto Show in 2012 to its market launch in 2018, the Urus has proven to be an instantly appealing and enduring model every year since, embodying the true essence of Lamborghini rooted in a rich heritage of extreme sports and the world's first super SUV, the LM 002. The Urus is the perfect complement to our lineup of super sports cars, offering a luxurious daily driving experience infused with high performance for those who resonate with our authentic Italian brand."

Urus Success Worldwide

Impressive Global Tour

Following its launch in December 2017, the Urus was showcased to customers during a global tour in the spring of 2018, visiting 114 cities in just four months, with over 70% of the initial orders coming from new customers.

Exceptional Performance of the Urus

With six driving modes including Strada, Sport, and Corsa, as well as off-road, sand, and snow settings, the Urus has gained notable fame as a vehicle capable of Unlocking Any Road. It achieved a record high speed during a drive on ice over the famous Baikal Lake in Russia and traversed the world’s highest drivable road, the Umling La in India, standing at an altitude of 19,300 feet.

The Urus covered 6,500 kilometers during its tours in Japan; explored rocky terrains in Iceland; excelled on ice and snow at the Lamborghini Accademia driving programs; visited some of the most exclusive destinations in stunning Sardinia; and crossed Italian mountains to reach Christmas markets.

A fleet of Urus demonstrated its prowess on the sands of Nazaré beach in Portugal, while surfing champion Alessandro Marciano showcased his skills on the waters; the Urus also followed Italian paragliding champion Aaron Durogati on and off the road during the challenging Red Bull X-Alps race in the Italian mountains.

Customization through the Ad Personam Program

The most popular exterior colors for the Urus from Lamborghini's Ad Personam customization program include Grigio Telesto (gray), Blu Cepheus (blue), and Viola Pasifae (purple). The allure of the graphite and pearlescent interiors has also attracted Lamborghini customers to the Nero Noctis Matt (graphite black) and Arancio Borealis (pearl orange) colors.

These five exterior colors from Ad Personam have emerged as favorites, showcasing the identity of the Urus and the diverse personalities of its owners.

Doubling Production Site

The headquarters of Automobili Lamborghini in Sant'Agata Bolognese has witnessed significant growth with the arrival of the Urus, as the factory area expanded from 80,000 to 160,000 square meters. The Lamborghini Manufacturing 4.0 concept has been implemented, representing an innovative approach to manufacturing techniques to support production line employees.

More than 500 new full-time employees were hired between 2015 and 2018 to sustain the Urus project. In 2019, a dedicated paint shop for the Urus was inaugurated, and since 2020, the supply chain for the Urus has become more sustainable by replacing trucks with trains for transporting Urus bodies, significantly reducing carbon dioxide emissions by 85%.

High-Performance V8 Engine

The Lamborghini Urus boasts a 4.0-liter V8 twin-turbo engine, generating 650 horsepower (478 kW) at 6,000 RPM (with a maximum of 6,800 RPM) and a torque of 850 Nm at 2,250 RPM.

With a specific power output of 162.7 horsepower/liter, it ranks among the highest in its class, alongside the best weight-to-power ratio at 3.38 kg/hp. The vehicle combines all-wheel drive with all-wheel steering, allowing the Urus to accelerate from 0 to 100 km/h in just 3.6 seconds (0 to 200 km/h in 12.8 seconds) and reach a top speed of 305 km/h.