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December 6, 2021

At Look Back At How The Urus Transformed Lamborghini

As Lamborghini celebrates the fourth year of its Urus, it’s time to look back at how this super SUV kicked off the greatest period of transformation for the Italian supercar brand.

Being the third model in the Lamborghini line-up, the Urus helped bring their sales, turnover, and profitability to unprecedented levels. Turnover grew year on year, with 40 percent growth in 2018, the year sales of the car began. Peaking in 2019 and then in 2020 despite the challenges of COVID-19.

The overall growth in global sales is even more exceptional, reaching the record of 8,205 Lamborghini units delivered to clients (+43 percent) in 2019: double the volumes achieved in the period before the arrival of the Urus. From 2018 to the end of 2021, a total of 16,000 Urus cars were delivered worldwide, a figure that established the Lamborghini super SUV as the best-selling model over four years in the company’s history. The Urus is sold in every corner of five continents, with 85 percent of clients being new to the marque.

In industrial terms, the Urus project has also led to the doubling of the Sant’Agata Bolognese production site, which grew from 80,000 to 160,000 square meters, with the creation of a new facility and paint shop, as well as the new finishing department, new office building, test track, new logistics warehouse, a second trigeneration plant, and an energy hub. To support this period of transformation, the company also made significant investments in human capital, hiring over 700 personnel in just over four years on permanent contracts.

Powered by a 650 horsepower 4.0-liter twin-turbo V8 engine delivering 850 Nm of torque, the Urus can accelerate from 0 to 100 km/h in 3.6 seconds and can reach a top speed of 305 km/h. It also comes in a range of colors, which at the start of sales comprised 16 colors. Today, thanks to the construction of a dedicated paint shop and to the work of the Lamborghini Ad Personam department, which develops new customization options, more than 45 different colors are now offered.

Its great versatility in all terrains is made possible by the six different driving modes (Strada, Sport, Corsa, Sabbia, Terra and Neve), added to which is the EGO system that allows the driver to fully customize the configuration by choosing the rigidity needed for a very comfortable ride or an extremely sporty and dynamic setup depending on personal driving style and road conditions.

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