The Lamborghini Urus sports utility surpasses all other Lamborghini manufactures and has attracted numerous customers to the most well-known brand for glass fragments-shaped sports cars.
Supercar purists have severely criticized SUVs for foraying sport utility vehicles into their beloved brands. But the Urus proves that even high-end exotic buyers find SUVs irresistible.
The 2021 model year Urus starts at nearly $ 220,000, a very high price for an everyday family vehicle. That’s really what the Urus is meant to be: a Lamborghini that someone can drive every day and use it like the countless SUVs that now fill segments at the center of the car market.
Vehicle specifications and revisions on the Urus indicate that the vehicle is impressively versatile. It can drive from 0 to 62 miles per hour in 3.2 seconds – an extraordinarily fast acceleration for any vehicle, no matter an SUV. And it’s built to drive like a proper sports car on a racetrack. But Lamborghini also equipped the Urus for off-road driving, something Lamborghini doesn’t know about.
But while some have said the Urus could be the ultimate vehicle, there are some who have criticized its design because it strays too far from the sleek, jagged shapes that have made Lamborghini famous. The Urus has also annoyed some sports car purists, just as Porsche SUVs have.
Some supercar manufacturers remain on the sidelines of SUV fashion. The British manufacturer McLaren is one of these companies, which states that it does not need an SUV to remain profitable. Apparently, other companies have given in after some reluctance. For example, it seems Ferrari is working on its own SUV, after years of internal resistance.
The Urus and its success are signs that Lamborghini is becoming a different company than it has been for most of its history. It must now survive in a market where sales of sport utility vehicles have increased dramatically. In the premium and super premium segment alone, SUVs went from just under 12% of total global vehicle sales in 2000 to 50% in 2020, according to LMC Automotive.
Decades ago, vehicles like the Jeep Cherokee, the Ford Explorer and the Toyota RAV4 began to bring the concept of sport utility vehicle to the masses. Now high-end manufacturers, including some that have been resilient, see how the market is doing and decide not to fight it. Trends often fall from premium segments in the mass market, said Jeff Schuster, president of global forecasting at LMC Automotive.
“We are now seeing this investment in which the main trend has led premium brands to introduce the SUV to their market,” he said.