For members of the sports car cognoscenti, the idea of riding around in a SUV capable of tackling the same neck-breaking speeds as a supercar might seem a tad far-fetched. But this fantasy was made to reality in December last year when luxury carmaker Lamborghini officially unveiled the world’s first ever super SUV: the Lamborghini Urus.
Named after an extinct species of large wild cattle which once roamed the plains of Europe, Asia, and North Africa, the explanation behind the unique moniker of this majestic four-wheeled beast has to do with the carmaker’s longstanding tradition of naming its vehicles after famous bullfighting bulls. Beating at the heart of the Urus is a 4-liter twin-turbo V8 engine that ekes out ungodly amounts of power, enabling the powerful vehicle to achieve a maximum speed of 305kph while completing a century sprint in as little 3.6 seconds.
So how exactly does Lamborghini expect the Urus to transcend the boundaries of what one expects from a sports car? One of the best persons to ask would have to be Matteo Ortenzi, the new CEO of APAC for Lamborghini Automobila. It was during a recent visit to officiate the launch of the refurbished Lamborghini showroom in Glenmarie that Ortenzi revealed the idea that led to the the development of the Urus.
“At Lamborghini, our goal is not to follow market trends but to figure out how we would execute such a feat while remaining true to our brand DNA. While developing an SUV is very different to the super cars that we are renowned for, the Lamborghini DNA is still reflected in each and every one of the products that we release, and this includes the Urus,”
For Ortenzi, the Urus also represents as an opportunity for Lamborghini to tap into new markets by enticing customers whom might otherwise never even consider purchasing a sports car. “Malaysia is quite a strong market for us; our customers here are not just knowledgeable, they are also extremely passionate about sports cars. I would say that they are more advanced compared to other markets… and our goal for the Urus is to reach out to new customers so that they can familiarise themselves with what the brand is all about.”
As for what else can one expect from Lamborghini in the near future, Ortenzi reveals: “We have made great strides in these last few years which includes the huge investment that was made in developing the Urus. Our sports cars sales are also enjoying continuous growth… so the next phase would be to manage this momentum. We will also still continue to innovate, so this is definitely not the end of the story for Lamborghini.”
Visitors to the newly refurbished Lamborghini showroom in Glenmarie can expect plenty of surprises at the brand’s largest showroom in Kuala Lumpur. Spanning an astounding 12,494 sq ft, the showroom also houses a brand new client lounge where customers can personalise their Lamborghini by familiarising themselves with the brand’s wide variety of luxurious interior and exterior finishes.