Lamborghini Urus: Record-Breaking Sales, Global Adventures, and Unmatched Performance

Lamborghini Urus Sets New Sales Record with 20,000th Unit Produced

Automobili Lamborghini has added another milestone to its impressive list of achievements with the Lamborghini Urus, its high-performance SUV. Since its debut in 2018, the Urus has become the brand’s fastest-selling model, with 20,000 units produced to date—breaking sales records year after year. The landmark 20,000th Urus, finished in Viola Mithras purple with black brake calipers and a panoramic sunroof, rolled off the production line and is headed to a customer in Azerbaijan.

The Urus: A Catalyst for Lamborghini’s Expansion

The Lamborghini Urus played a pivotal role in doubling both the company’s sales figures and the size of its Sant’Agata Bolognese factory. The Urus has garnered numerous awards and distinguished itself as the ultimate “Unlock any Road” vehicle at international events, conquering everything from the highest mountain roads to the most rugged terrains. Collectively, Urus vehicles worldwide have covered over 360 million kilometers.

CEO Stephan Winkelmann on the Urus’ Success

Commenting on this achievement, Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini, stated: “From the moment we unveiled the Urus concept at the 2012 Beijing Auto Show to its market launch in 2018, the Urus has consistently proven to be an instant and enduring success. As a true Lamborghini, it builds on our rich sports heritage and follows in the footsteps of the world’s first super SUV, the LM 002. The Urus is the perfect addition to our lineup of super sports cars, offering luxurious daily driving with high performance 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. Over 70% of the initial orders came from first-time Lamborghini customers.

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

Additional adventures include a 6,500-kilometer journey across Japan, tackling Iceland’s rocky landscapes, excelling on snow and ice during Lamborghini Accademia driving programs, visiting Sardinia’s exclusive destinations, and traversing Italian mountains to explore Christmas markets. The Urus fleet showcased its power on the sands of Nazaré beach in Portugal, while surfing champion Alessandro Marcianò took to the waves. The Urus also accompanied Italian paragliding champion Aaron Durogati on and off road during the challenging Red Bull X-Alps race in the Italian Alps.

Personalization Through Ad Personam: Expressing Owners’ Unique Styles

The most popular exterior colors for the Lamborghini Urus, chosen through the Ad Personam customization program, include Grigio Telesto (grey), Blu Cepheus (blue), and Viola Pasifae (purple). Inside, graphite and pearl finishes have drawn customers to Nero Noctis Matt (matte black) and Arancio Borealis (pearl orange) options.

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

Production Expansion, Manufacturing 4.0, and Sustainable Operations

The arrival of the Urus brought substantial growth to Lamborghini’s Sant’Agata Bolognese headquarters, doubling the factory’s size from 80,000 to 160,000 square meters. The brand adopted the innovative Lamborghini Manufacturing 4.0 approach to support production staff with advanced technologies. More than 500 full-time employees were hired between 2015 and 2018 to ensure the Urus project’s success.

In 2019, Lamborghini inaugurated a dedicated Urus paint shop, and since 2020, the Urus supply chain has become more sustainable by switching from trucks to trains for body transport—reducing CO₂ emissions by 85%.

Powerful V8 Engine: Combining Supercar Spirit with SUV Practicality

The Lamborghini Urus is powered by a 4.0-liter twin-turbocharged V8 engine, delivering 650 horsepower (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 class—and a leading weight-to-power ratio of 3.38 kg/hp, the Urus offers both all-wheel drive and four-wheel steering.

Acceleration from 0 to 100 km/h takes just 3.6 seconds, 0 to 200 km/h in 12.8 seconds, and the Urus reaches a top speed of 305 km/h, perfectly blending supercar performance with SUV versatility.