Lamborghini rethinks SUVs with Urus

The Lamborghini Urus, a sporty SUV model, displays the company's distinctive competence in the use of carbon materials and innovative technology. Photos provided to China Daily

The Lamborghini Urus concept car, a sporty SUV model, made its global debut at the Beijing Auto Show on April 23.

The Urus demonstrates how Lamborghini is completely redefining dynamics and design in this category. The model combines unique design, fascinating interiors and outstanding performance with versatility and everyday usability.

An output of around 440 kilowatts per 600 hp and Lamborghini's expertise in lightweight design guarantee breathtaking performance, according to the company.

At the same time, the Urus will offer the lowest carbon dioxide emission of all comparable vehicles.

According to the company, the Urus delivers a distinctive driving experience with ample space, four large seats, a versatile luggage compartment, variable ground clearance and permanent all-wheel drive.

The interior reflects the sporty image of the luxury brand. It is crafted using innovative carbon fiber materials, such as the company's forged composite technology, co-developed with Callaway Golf.

"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," said Stephan Winkelmann, the company's president and CEO.

"SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide," Winkelmann said. "The Urus is the most extreme interpretation of the SUV idea. It is the Lamborghini of the SUVs."

Heritage & name

Permanent all-wheel drive is part of Lamborghini's core design principles, and the company is not a newcomer to the SUV market. Lamborghini invented a whole new class of super-luxury SUVs when it released the LM002 in 1985.

At the time it was introduced, the LM002 was considered a revolutionary vehicle. The vehicle's 12-cylinder engine made it suitable for slugging it through the worst off-road conditions, while its luxury interior and elegant exterior made it equally at home in the city. The LM002 remained in production until 1992.

Although barely more than 300 units were ever built, the LM002 secured its place in automotive history.

With the Urus, Lamborghini designers and engineers are building on their past experience to create a new standard, according to the company.

Symbolizing force and power, the car's name comes from an alternative name of the aurochs, the wild ancestor of modern domestic cattle.

Concept & technology

Lamborghini possesses a distinctive competence in the use of carbon materials, and this is seen in the innovative technology of the Urus concept car.

With a length of nearly 5 meters, it fits perfectly into the sporty SUV class. And at a height of 1.66 meters, it sits considerably lower than all its competitors. A width of nearly 2 meters gives the Urus the kind of proportions that propel it to the top of its segment without sacrificing everyday usability.

This is particularly evident in its interior, which is comfortable and carefully fitted to passengers.

Reinforced carbon-fiber polymers make up almost the entire interior, following Lamborghini's concept of lightweight design.

The center tunnel is particularly notable, with its open, skeletal carbon-fiber structure made from forged composite. It carries through the entire interior and is only partially clad in leather-upholstered cushioning.

There is ample cushioning on the four bucket seats, which are also made from forged composite. Finally, the seating position is lower and flatter than that of any other vehicle in the segment.

Lightweight design

The key to the SUV's high performance is primarily the drive, the heart of every Lamborghini. Each has an output of 440 kilowatts per 600 hp and permanent all-wheel drive with traction control is standard.

The company has clearly defined one target in particular: the Urus will beat all comparable competitors when it comes to carbon dioxide emissions.

One important prerequisite for this is low weight. The Urus will be considerably lighter than its competitors.

Its light weight is achieved using an intelligent mix of materials for the structure and body shell as well as systematic lightweight design in the interior, which is being implemented for the first time.

Drawing on its special competence in the development of carbon fiber materials, Lamborghini has consistently applied its technological expertise in all aspects of the Urus.

Lightweight design is the decisive answer not only for moderate fuel consumption, but also for dynamics and handling. A low center of gravity and a highly variable body-shell height are among the solutions.

The SUV is also notable for its innovative, adaptive aerodynamics. In combination with the variable body-shell height, the height-adjustable front spoiler facilitates a good approach angle and excellent obstacle clearance. At its lowest setting, it also adds stability at high speeds.

Lamborghini considers each automobile it produces to be a work of avant-garde design and a technical sculpture in rapid movement, exhibiting a clear focus on what matters. The Urus concept car adheres to this logic just as firmly as the company's 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 experience possessed by Lamborghini in design, construction and body-shell manufacturing.

The luxury SUV segment has shown to be successful worldwide and promises strong, continued growth.

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 by appealing to families and to the drivers of Lamborghini sports cars who also drive SUV models from other brands.

Target markets are primarily the United States, the United Kingdom, Germany, Russia, the Middle East and China. The annual production volume could conceivably be around 3,000 vehicles.

Uncompromising Italian

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 marked another milestone in the history of luxury super sports cars.

With more than 120 dealerships worldwide, Lamborghini is building on a succession of dynamic and elegant super sports cars.

They include the 350GT, the Miura, the Espada, the Countach, the Diablo, the Murcilago, the Reventn Coupe, the Reventn Roadster, the Gallardo LP 560-4 Coup and the Spyder, the Gallardo LP 570-4 Superleggera and the open version LP 570-4 Spyder Performante.

The company's global deliveries increased by 300 units in 2010, up 23 percent over the previous year.

In the same period, turnover increased from 271 million euros ($356.5 million) to 322 million euros, up 19 percent.

The core drivers of the company's sales growth include a further increase in the deliveries of the highest-selling Lamborghini of all time, the Lamborghini Gallardo, and the introduction of the new Lamborghini Aventador LP 700-4 flagship model.

US and China confirmed their status as the largest single markets for Lamborghini, followed by the UK, Germany, Italy and the Middle East.

The current order backlog for the Aventador continues to account for more than 18 months of production time. Alongside the V12 Lamborghini Aventador are cars in the V10 Lamborghini Gallardo series.

The latest models presented in 2011 included the limited-edition Super Trofeo Stradale, inspired by the Super Trofeo race car from the Lamborghini Blancpain Super Trofeo series, and the Gallardo Spyder LP 550-2 with rear-wheel drive.

The Gallardo product lineup is the most successful series in the company's entire history, with more than 12,000 Gallardos sold since 2003.

"We are confirming our long-term strategy to make significant investments in key super sports car technologies, even in hard times, while simultaneously investing in technological innovation that credits the brand with leading-edge technology," Winkelmann said.

In the current year, a further continuation of the global economic revival is expected, but markets remain skittish as a consequence of the debt crisis in Europe and a slightly slower growth rate in the Chinese economy.

"Lamborghini has prepared to the utmost level in order to respond flexibly to market uncertainties, but we are working to make our business bulletproof to volatility and future crisis and protect ourselves from potential downturns in various markets," continued Winkelmann. "Given that the relevant economic framework will not change for 2012, we forecast a further increase of our worldwide deliveries based on the growing success of both the Aventador and the Gallardo."

Growth in China

Six years after opening its first dealership in Beijing, Automobili Lamborghini China enjoyed a tremendously successful year in 2011, delivering 342 vehicles and achieving 66 percent sales growth compared to 2010. Lamborghini China also affirmed its leading position worldwide, making up more than one-fifth of more than 1,600 units sold last year.

Lamborghini's most successful model series to date, the Gallardo remained a favorite in the Chinese luxury sports car market after the introduction of the Gallardo Bicolore, Tricolore, and LP550-2 Spyder expanded Lamborghini's portfolio in China.

And the release of the long-anticipated Aventador LP700-4, Lamborghini's new flagship V12 model, further demonstrated the company's commitment to an extreme driving experience, according to Lamborghini.

Aside from outstanding products, growth was also spurred by Lamborghini's sustained efforts to expand its dealership network.

In 2011, the number of the company's franchised dealerships in China grew from nine to 14 franchised dealerships, and a total of 20 dealerships are expected to be operational nationwide by the end of 2012.

Current dealerships are located in Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou, Shenzhen, Xiamen, Tianjin, Kunming, Qingdao, Wuhan, Chongqing and Dalian.

Lamborghini also has dealerships in Macau and Hong Kong.

Christian Mastro, the company's general manager for the Asia-Pacific region, expressed confidence about Lamborghini's growing foothold there: "We are thrilled with our results in China in 2011 and believe that they are a great reflection on China's continuous and strong economic growth."

"More and more Chinese customers are finding appeal in the unique super sports car driving experience and turning to Lamborghini for its extreme, uncompromising and quintessentially Italian brand of ideals," Mastro said.

"Through our new dealerships and a series of original customer-oriented events in 2011, we have worked hard to provide local consumers with the level of service that they expect, and we look forward to 2012 with optimism."

Racing championship

Now in its fourth consecutive year in Europe, the Lamborghini Blancpain Super Trofeo championship, the company's premier racing event, is coming to Asia for the first time in 2012.

The world's fastest one-make series promises to be one of the most exciting motor racing events in the Asia-Pacific region this year, with 18 teams competing fiercely on some of the highest-quality international circuits in the continent.

Starting with a test in Sepang in spring, the series will visit circuits in Malaysia, Japan and the Chinese mainland as well as China's Taiwan over six race weekends.

The race format will consist of a 35-minute qualifier on Saturday and two races of 50 minutes each on Sunday, with a mandatory change of driver.

And Chinese racing fans will get their share of motoring excitement, with races planned in Ordos, Zhuhai and Shanghai.

The Asian Super Trofeo Series will take place alongside other major racing events throughout Asia, such as the Formula Nippon in Japan, and the Audi Pandelta Race in Zhuhai, China. The events will culminate in a big season finale in Shanghai in November with a Group final consisting of winners from the Lamborghini ST, Audi R8 LMS Cup, VW Scirocco Cup Asia and Porsche Cup Asia.

Lamborghini will again partner with luxury Swiss watchmaker Blancpain, the title sponsor of the series, and Pirelli, one of the world's largest tire manufacturers and sole OEM supplier to Automobili Lamborghini.

zhuanti@chinadaily.com.cn