Lamborghini Urus SUV Concept Unveiling

ED209 · 2012-04-22T05:04:58Z

Lamborghini Urus concept: the SUV Super Athlete. Explore its design, performance, and the debate on luxury brand expansion into SUVs.

ED209

WPS member · Automotive forum

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ED209's introduction of the Lamborghini Urus concept at the 2012 Beijing Motor Show sparked a lively debate among enthusiasts about the brand's expansion into the SUV segment. The post highlights Lamborghini's vision for a 'super athlete' SUV, emphasizing extreme performance, lightweight design, and everyday usability, while also addressing the potential dilution of brand identity.

Press Release

Lamborghini Urus –
The SUV Super Athlete

Lamborghini presents SUV concept vehicle with extreme performance

Unique, powerfully dynamic design, interior with carbon fiber innovations such as Forged Composite®

Breathtaking dynamics thanks to 440 kW / 600 hp and lightweight design technology; best in class CO2 figure among the competition

At the 2012 Beijing Motor Show, Automobili Lamborghini presents the
ultimate super athlete in the SUV segment. With the Urus concept car,
Lamborghini is completely redefining dynamics and design in this category.
The Urus combines unique design, a fascinating interior and outstanding
performance with versatility and everyday usability.

Output of around 440 kW / 600 hp and Lamborghini’s excellent know-how in the field
of lightweight design technologies guarantee breathtaking dynamics.
At the same time, the Urus will offer the lowest CO2 figure of all comparable
vehicles. As an SUV concept with four generous seats, a versatile luggage
compartment, variable ground clearance and, of course, permanent all-wheel
drive, the Urus delivers unique driving fun with virtually no limitations. The
interior, too, matches the standards of this super athlete with innovative materials
featuring carbon fiber technology like the patented Forged Composite®.

The luxury SUV segment is successful worldwide and promises continued
strong growth – a luxurious and powerful SUV is the most emotional way to
drive a four-door vehicle equipped to meet all the demands of everyday
mobility and yet enjoy refined driving fun. The Urus means that a
Lamborghini can now be used by a household as its primary car. This expands
the brand’s customer base enormously - appealing to families and to the
drivers of Lamborghini super sports cars who have thus far driven SUV
models from other brands. Target markets are primarily the USA, the United
Kingdom, Germany, Russia, the Middle East and China. The annual production
volume could conceivably be around 3,000 vehicles.

“The Urus is a very concrete idea for the future of Lamborghini – as a third
model line and as the perfect complement to our super sports cars,” says
Stephan Winkelmann, President and CEO of Automobili Lamborghini. “SUVs stand for
freedom and emotion. SUVs make up one of the most successful market segments
worldwide. The Urus is the most extreme interpretation of the SUV idea; it is
the Lamborghini of the SUVs.”

Heritage and Name

Permanent all-wheel drive is part of the Lamborghini DNA; but the brand
from Sant’Agata Bolognese is also no stranger to the SUV segment - Lamborghini founded
the super-luxury SUV segment with the legendary LM002. When it was unveiled in 1985, the
LM002 was an absolutely revolutionary vehicle. An automobile suitable for off-road driving
with a twelve-cylinder engine and 450 hp, a top speed of more than 210 km/h, a
luxurious interior and, above all, an absolutely stunning appearance – it was
utterly unthinkable at the time. The Lamborghini LM002 remained in production until 1992.
And, although barely more than 300 units were ever built, the LM002 has secured its place
in automotive history.

With the Urus, Lamborghini designers and engineers have created a new icon in automotive history
–that much is certain. As has long been the tradition at Lamborghini, its name is derived once
more from the world of bulls – the Urus, also known as Aurochs, is one of the large, wild anc
estors of domestic cattle. Urus bulls could measure up to 1,8 meters at the shoulder.
The Spanish fighting bull, as bred for the past 500 years, is still very close to the Urus
n its appearance.

Concept and Technology

The Urus is the Lamborghini among SUVs. Its concept places design, performance and driving
fun firmly and uncompromisingly front and center and redefines the benchmark for the competition.
Yet it offers plenty of space for four people and a generous amount of luggage or shopping. The
Urus is the Lamborghini for everyday use, for the family, for leisure
pursuits with friends.

Most importantly, however, it is a true Lamborghini. The Urus has a unique, utterly unmistakable
appearance. It looks powerful, but not bulky. It is muscular and highly athletic, but also elegant.
At a length of 4,99 meters, it fits perfectly into the sporty SUV class. At a height of just 1,
66 meters, however, it is considerably lower than all its competitors. Together with its
width of 1,99 meters, the Lamborghini Urus boasts the perfect proportions for the super athlete
in the segment. The key to its performance is primarily the drive – the heart of every
Lamborghini. The target has been set – expect around 440 kW / 600 hp.
Permanent all-wheel drive with traction control is, of course, a given.

One target is clearly defined – the Lamborghini Urus will beat all comparable competitors when
it comes to CO2 emissions. One important prerequisite for this is low weight. The Urus will be
considerably lighter than its competitors, sticking firmly to the Lamborghini lightweight design
philosophy. The steps to achieve this include an intelligent material mix for the structure
and bodyshell and, for the first time, systematic lightweight design in the interior, too.
The consistent application of innovative carbon fiber technologies is a given - Automobili
Lamborghini possesses unique know-how in this particular field.

Lightweight design is the decisive prerequisite not only for moderate fuel consumption,
but also for dynamics and handling. The Urus will set new benchmarks here, too.
A low center of gravity and a highly variable bodyshell height are among the solutions.
The Lamborghini SUV is also notable for its innovative, adaptive aerodynamics.
In combination with the variable bodyshell height, the height-adjustable front spoiler
facilitates a good approach angle and excellent obstacle clearance. At its lowest setting,
however, it aids stability at high speeds. The form is, of course, aerodynamically refined.
At the upper edge of the rear windshield is a deflector that diverts the airflow along the
rear windshield and onto the adjustable spoiler. In combination with the likewise adaptive
rear spoiler, the aerodynamic balance of the Lamborghini Urus can even be adjusted to
suit the prevailing driving conditions.

Design

Lamborghini design is unique. Every Lamborghini is an artwork of avant-garde design,
a technical sculpture in rapid movement. Every Lamborghini is pure and minimalist-exhibiting
a clear focus on what matters. The Lamborghini Urus concept car adheres to this logic
just as firmly as the Aventador sports car. Extremely tight, razor-sharp lines define a precision
that is at the very forefront of automotive design. And the clean, taut, finely executed
surfaces show the exceptional degree of competence and experience possessed by Lamborghini
in design, construction and bodyshell manufacturing. The result is a tremendously
precise design language with a strong technical appeal that is amazingly spirited and
light in its expression.

It starts at the front, which already displays the clear family resemblance.
The strong three-dimensionality with sharp lines, a clear arrow form, large
air intakes left and right, the Y shape in the headlamps, the aerodynamically refined function
of the elements and the lines that run from the hood over the roof to the rear of the vehicle
– these characteristics of the Lamborghini design language are all evident in the
Urus.

And yet every single detail has been reinterpreted – for example, the headlamps now take
on a horizontal, heptagonal form and feature full LED technology consisting of two arrays
each with three high-performance LEDs. LED light guides lend the daytime running lights their
characteristic Y-shape, while the LED fog lamps are positioned beneath the huge air
intakes. Between them is the adaptive front spoiler. Characteristic for the
side view of the Urus is the narrow window surface that tapers sharply toward the rear.
Together with the highly dynamic roofline and the extremely muscular rear wheel arch,
they create a taut and powerfully sporty look. The marked indent formed behind the front
wheel arch by the air intake breaks the side view to give it a surprising degree of lightness.

Substantial wheels are part of any Lamborghini, especially if it redefines dynamics in the SUV segment
– the all-new 24-inch wheels sport a double-spoke design and are forged from matte-finish aluminum.
Five carbon fiber winglets optimize ventilation. The Urus is painted in a rich, lightly shimmering
red that offers the ideal contrast for the many bodyshell parts made from carbon fiber reinforced polymer.
A large proportion of the front spoiler, the complete side sills and the mighty rear diffuser all clearly
display their carbon fiber origins. There are no conventional exterior mirrors, instead small and
aerodynamically optimized cameras monitor traffic conditions behind the vehicle. These images are
displayed via two TFT screens placed in ergonomically perfect positions on the left and right
of the cockpit.

The rear end of the Urus is astonishingly round for a Lamborghini; it looks powerful, but in no way
bulky. The narrow rear lights featuring the Y signature are connected by a black strip that adds
emphasis to the car’s breadth. The attention paid by Lamborghini designers to detail is evident
everywhere, even on the exhaust system. The four hexagonal end pipes are carefully fitted into chrome
surrounds.

Interior

The Lamborghini Urus completely redefines the term sporty within the SUV segment, yet without restricting
its everyday usability. This is particularly evident in its interior – the driver and up to three
passengers feel like they are wearing a perfectly made-to-measure suit – carefully fitted, but comfortable.
Yet there can be no doubt that what we are dealing with here is the ultimate sports car among SUVs.
Virtually the complete interior is – in keeping with the Lamborghini lightweight design strategy
– finished in carbon fiber reinforced polymer.

Automobili Lamborghini possesses a unique competence in the use of carbon materials, and exhibits
this innovative technology in the Urus concept car. The center tunnel is particularly notable
–an open, skeletal carbon fiber structure made from Forged Composite®. It carries through
the entire interior and is only partially clad in leather-upholstered cushioning.
Single cushions also clad the four bucket seats. The seating position is lower and flatter than
in any other vehicle in the segment. Also all four bucket seats are made from Forged Composite®.

The Lamborghini Urus concept car also features an extremely minimized operating philosophy. Behind
the steering wheel are only the shift paddles for the dual-clutch transmission. All other functions such as
indicators, lights and windshield wipers are incorporated into either the multifunction steering wheel or
the center console. The driver is delivered information via a freely programmable TFT screen behind the
steering wheel. Secondary functions like navigation, entertainment and climate control are operated
via a touchscreen on the center tunnel. A further touchscreen is available for rear seat passengers.

###

Automobili Lamborghini S.p.A.

Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in Northeastern Italy.
There it manufactures some of the world’s most sought-after super sports cars. With the introduction of the
best-in-class Aventador LP 700-4 in 2011, Lamborghini has marked another milestone in the history of
luxury super sports cars. With more than 120 dealerships worldwide, Automobili Lamborghini is building on
a succession of dynamic and elegant super sports cars including the 350GT, Miura, Espada, Countach,
Diablo, Murciélago, Reventón Coupe, Reventón Roadster, Gallardo LP 560-4 Coupé and Spyder, Gallardo LP 570-4
Superleggera and the open version LP 570-4 Spyder Performante.

Key Points from the Discussion

While some argue that SUVs dilute a brand's core DNA, the profitability of models like the Porsche Cayenne demonstrates that such ventures can fund the development of core sports cars, provided the brand maintains focus.
High-performance SUVs are welcomed by some collectors who face poor road conditions globally, making traditional exotics impractical. However, there's a desire for more 'brutal' and less 'tame' designs, reminiscent of the original LM002.
The success of SUVs like the Cayenne, which account for a significant portion of a brand's sales, indicates a market shift. While some collectors dislike brand dilution, they acknowledge that these models can ensure the continued existence of high-performance sports cars.
Many luxury brands entering the SUV market are criticized for potentially compromising their brand 'DNA' and undermining what it means to own their products, raising questions about the value added versus simply cashing in on trends.
The Lamborghini LM002, produced in the mid-80s, established legitimate off-road credibility with its suspension and engine performance, particularly suited for desert environments, predating the modern SUV concept.
The practicality of SUVs, especially in regions with diverse weather conditions like the upper Midwest, makes them a suitable alternative to low-slung sports cars for year-round driving.

The Discussion

Dje

Apr 22, 2012

Hi, The press text says: "best in class CO2 figure among the competition" . So one simple question: will it beat the Mercedes ML 250 CDI 168g/km? If not it is not the best in class? Thanks Dje

hans_jorgen_1968

Apr 22, 2012

... Anybody out there who owns or has been driving the. LM002? One of my biggest moments was to try a Porche Carrera RSR from 1973/74. Best Hans

aaronm

Apr 22, 2012

without a pending war-crimes conviction? A

ThomasM

Apr 22, 2012

that, for better or worse, heralded before it's time the rise of the SUV and SAV, as replacements or alternatives for minivans and station wagons in urban environments. Most went to the Gulf states, though some very well kept specimen are still in enthusiast hands around the world. assuming your "joke" was tongue in cheek? TM

ThomasM

Apr 22, 2012

diesel vs gasoline? ultra performance vs slow and plodding (albeit ultra reliable?) I dont know, just guessing. TM

ThomasM

Apr 22, 2012

the Jeep Hemi SRT was wicked fun, I can only imagine what the Urus can do! thanks, Ed, a nice premier here on PPro!

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