Lamborghini finally jump on the SUV bandwagon presenting their 600hp Urus concept

Lamborghini Urus concept presented at Beijing Motorshow 2012

Lamborghini do not seem to be able to resist a late jump on to the SUV bandwagon, unleashing a terrifyingly powerful 600hp beast that looks so devilishly futuristic that Bentley’s SUV attempt looks little more than a high-rise luxury Austin Maestro in comparison.

Unveiled at the 2012 Beijing Motor Show, the Urus concept car is completely redefining dynamics and design in its category. The Urus combines unique design, a fascinating interior and outstanding performance with versatility and (claimed) everyday usability.

Lamborghini Urus concept presented at Beijing Motorshow 2012

With an output of around 440 kW / 600 hp, surprisingly 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.”

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