A Supercar In SUV Clothing

Test-driving the Urus, Lamborghini’s bad boy of supermarkets and soccer practices.

- Hannah Elliott

“You must have a vision, or you have nothing,” says Maurizio Reggiani, head of R&D for Automobili Lamborghini SpA, who was in Rome in mid-April to announce the brand’s latest SUV, the Urus, its first since the “Rambo Lambo” LM002 was released in 1986.

This vision, put simply, is to make more money. The Volkswagen AG subsidiary needs to add affluent families, millennials, and women to the ranks of the power-hungry gentlemen drivers it has historically attracted. Last year, Lamborghini sold fewer than 3,900 units worldwide of its two models, the Huracán and Aventador. At full production, the SUV will almost double that number, strengthening Lamborghini’s position as VW moves to bundle some of its iconic brands into a new internal product group called “Super-Premium.”