Lamborghini, Mercy

05.09.2012

TECHNOLOGY

Last month Lamborghini unveiled its newest concept car – an SUV dubbed the Urus. You read that right: Lamborghini, the company whose heritage is rooted in creating some of the world’s sexiest and most powerful exotic sports cars is now making SUVs and flying them under the same banner which has housed the Aventador, Reventon and Murciélago. While the Urus will probably be the most powerful SUV on the market (thanks in part to its aerodynamic design and V-10 584HP engine) it’s also being detested by fans of the Italian automaker, as enthusiasts are saying that Lambo is diluting its brand and lowering its standards for crossover appeal.

Lamborghini evokes an emotional response from people who both own and admire its vehicles from afar. The brand’s refined elegance and ability to marry high performance with striking design has always been at the center of its appeal. Bruce Wayne knows this. He drives one and has another vehicle for off-road actives. With the Urus, there’s a clear shift in that though and it’s clear that exotics are moving away from their core and looking to expand into more mainstream markets.

Of course, it all comes down to the numbers.

When Porsche debuted the Cayenne in 2002, the reaction was much of the same. Porsche purists scoffed at the German automaker for entering the “soccer mom” market. They weren’t without merit since the Cayenne was the first Porsche since 1995 feature a V8 engine and seating for five. However, the Cayenne went on to become a best-seller for Porsche, ushering in two-generations of the model and several different drivetrain options. It also closed the pricing gap for Porsche as it’s easier to get the keys of a Cayenne than those of a 911. Realizing this, Porsche is even working on another SUV, named Macan, to further bolster its footprint into the crossover market.

Out of all the exotic automakers with SUVs on the horizon (Maserati, Aston Martin and the aforementioned Lamborghini), there’s one that’s steering clear of the trend. Of a possible Ferrari SUV, Fiat (which owns the brand) CEO Sergio Marchionne said “The uniqueness of [the Ferrari] brand cannot be minimized and so we are very, very careful.” Ferrari’s making a very conscious decision to stay on brand by not venturing off road.

Should Lamborghini add the Urus to its lineup, will it be on your list?

  • http://twitter.com/nativenotes nativenotes

    Looks pretty dope. There’s clearly a market for it and as long as the style and performance aren’t being compromised why not clean up some of that soccer mom paper.

  • http://www.facebook.com/londonp London Penland

    Why not!? It looks sick! Def not something I’d expect a soccer mom to be riding in! (coming from a 21 yr old male)

  • http://profile.yahoo.com/N4V4XKVGRJILOMUTQIZVLNWDAQ Clarence

    WTF LAMBO MAKING AN SUV IS SUCH A BAD IDEA, ILL NEVER BUY A LAMBO AGAIN IF THEY DO THIS
    :( :( :(

  • Anonymous

    YNot? They might as well push out something that will increase their sales and keep their company alive. Its either that or creating a Hybrid.

  • Anonymous

    You’ll never buy a Lambo again? I have a heard time believing that someone who types in all caps with frowny faces has ever owned a Lamborghini.

  • http://profile.yahoo.com/RLFR4XDR62FONOQGQZ2HKPE5VU MoneyMakuhhDontbeaHataa

    Clarence? if you can afford a lambo,i would expect you to realize why lambo would be coming out with this… FOR MONEYYYY….. and it looks hot as hell, im 22…ya old fart!! haha jp but its hot

  • Anonymous

    Those 100+ bald Asian men kung fu fighting totally made me want to buy one…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. And these 100+ dots signify my sarcasm.

  • http://profile.yahoo.com/N4V4XKVGRJILOMUTQIZVLNWDAQ Clarence

    AY ELECTRIC MUSSOLINI, YOU DON’T NO ME NOR MY GARAGE SO BACK OFF AND LEAVE THE EMOTICONS OUT OF THIS!!!!!

  • http://profile.yahoo.com/N4V4XKVGRJILOMUTQIZVLNWDAQ Clarence

    AY MONEYMAKUHH YOU CAN GET IT TOO :O

    for serious though. a lambo SUV? who’s going to buy it?

  • http://www.facebook.com/Chef.Payne Chef Terence Payne

    I want one and Im 39

  • http://kingdavidmovers.com/ K.David

    This is a wonderful car ! is really nice. I liked it very much.

  • http://twitter.com/SundayHHTimes Sunday HH Times

    Seriously, maybe, who knows but you have to admit, the Cayenne was at least designed nice, this, not so much

  • http://www.facebook.com/people/Aime-Folson/100000720693367 Aime Folson

    trop mortelle

  • http://www.facebook.com/angelina.gammage Angel Gammage

    Okay Im a 4.6 RR SC owner passed on the porshe truck and was looking at the evoque as ny next love but dammit!!!!!!!!!!!! im in love this is so hot im disgusted!!!

  • http://twitter.com/BIGSpuN Ogunmefun Abayomi

    so tht wat kanye been talkin bout lol…

  • http://twitter.com/BIGSpuN Ogunmefun Abayomi

    so tht wat kanye been talkin bout lol…

  • http://profiles.google.com/yeahthisisvr V R

    looks like a subaru

  • http://www.facebook.com/full.of.his.grace Béné Diction

    il me la faut et je l’aurai!

  • http://www.facebook.com/Nyikomahange Nyiko Mahange

    Truthfully speaking, I think they should have stayed away from off road, not beacuase the car looks crap or anything just for the same reasons ferrari is staying away, for a second there I lost a bit of respect for Lambo.

  • http://how-to-choose-a.com/2012/12/30/it-is-well-known-that-scott-tucker-is-a-person-who-is-meant-for-car-sports-and-achievements/ Kyle Jordan

    It doesn’t look crap, you should wait and see how it will perform only than it will be possible to tell about it.

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