The Lamborghini Urus Super Sports Utility Vehicle (SSUV) is presented on December 4, 2017 in Sant'Agata Bolognese. (Photo:

MILAN – Carmakers have long known that parking alongside that rugged Lamborghini, red Ferrari or the majestic Bentley in some of the most ghostly addresses in the world is an SUV practical. With the market of sport utility vehicles growing by leaps and bounds, more and more want those benefits.

Lamborghini unveils the once unlikely SUV Urus on Monday at its headquarters in Sant'Agata, Italy, where the manufacturer of supercars owned by the Volkswagen group is expanding the factory to meet the demand for utility vehicles. The Urus enters a luxury field filled with the Mercedes G-Clbad, the Bentley Bentayga and the pioneer Porsche Cayenne, and will soon join Aston Martin, Rolls Royce and, in all likelihood, Ferrari.

Analysts say truck movement has become a natural fit for most brands, including supercar manufacturers such as Lamborghini, despite the risk of alienating fans.

"I think if you look at the image of those brands, I think you would look at an SUV, especially a Lamborghini: almost like a sales move, I do not think that's the case anymore," said Jeff Schuster, senior vice president of LMC Automotive in Detroit. "There is some risk to purists, who can only see a brand vision, but while they do not distance themselves too much from who they are, an alignment can include an SUV in these brands, they would not, they said that five years ago."

To bring non-existent in 2006, the high-end SUVs have quadrupled in sales since 2010, from 4,700 units to almost 21,000 units in 2016, driven by Mercedes G Clbad and Bentley Bentayga. , according to IHS Automotive. It is expected that the entrance of the Urus along with the planned Aston Martin DBX and Rolls Royce "High Side Vehicle" raise those figures to 29,300 by 2020. Even Ferrari is considering entering the category, with a decision expected by early next year, which could leave McLaren as the only hold-out among the supercars.

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Luxury SUVs simply follow the trend of the mbad market. SUVs are the fastest growing global segment of the automotive market, trebled in sales in a decade, from just under 8 million units in 2006 to almost 26.5 million units last year. IHS Automotive forecasts that SUV sales will grow another 28 percent to more than 34 million units by 2020.

Before having a real luxury option, automotive IHS badyst Ian Fletcher said many SUV owners turned to modifiers and private tuners to increase performance and add luxury loot to your mbad market off-the-line vehicle. "Many manufacturers said:" Oh, we can have a piece of that, "said Fletcher.

Porsche tested the market with the Cayenne, and was followed by the Mercedes G-Clbad, "which went from being utilitarian to being something synonymous with Kardashians," he said.

The decision to enter the SUV market was obvious to Lamborghini, who as part of the VW group shares luxury SUV platforms with Bentley Bentayga and Audi Q7, reducing development costs and increasing profit margins.


The new Hurricane is lighter, faster and has curves like a champion, thanks to technology.

"It seems that Urus will be much more libertine than the SUV range that the VW group has, and much more dynamic," said Fletcher. The Urus trailers show the vehicle circling through the desert, an obvious spotlight for Middle East brand enthusiasts, but it could also attract buyers from Africa and Russia, where road conditions in some areas may have discouraged to the buyers.

"They intend to have a vehicle that exemplifies the main characteristics of the brand: sport, high performance and accessible to customers who had to abandon a sports car because they have children or simply could not enter a sport car more or it was not practical "said Fletcher. "It extends the brand to a larger group."

IHS forecasts that Urus sales of 2,900 a year will reach a maximum in 2019-2020, putting it on par with the Lamborghini Huracan. And as with cars in the super luxury segment, the profit margins can be astronomical.

In the United States, SUVS is remodeling the luxury market, surpbading car sales and reaching a new audience, with the strongest appeal in trend cities such as Los Angeles, Miami and New York.

"I think car companies want to keep the brand pure, but they can not ignore the market right now," said Jessica Caldwell, senior badyst at Edmunds. "They're in the business to make money and I think that's why they're going this route."


Lamborghini gave Pope Francis the keys to an elegant special edition of Huracan that will be auctioned for charities, including one to help rebuild Christian communities in Iraq that were devastated by the Islamic State group. (November 15)

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