Since its debut in 2017, Lamborghini’s SUV, the Urus, has been a hit for the iconic Italian sports car maker. Sales figures show that more than half of the 10,687 cars Lamborghini sold in 2024 were Uruses, surpassing both the Huracán and the Revuelto supercars in numbers.
While SUVs offer a more accessible entry point for a prestigious brand like Lamborghini, one executive at Sant’Agata Bolognese is adamant that the brand will not follow in the footsteps of Maserati or Porsche, both of which have multiple SUVs in their lineups.
Lamborghini’s Chief Marketing and Sales Officer, Federico Foschini, recently confirmed that there are no plans for a larger Lamborghini SUV. Foschini believes that anything bigger than the Urus would compromise the distinctive Lamborghini character that enthusiasts have come to expect from the brand.
Foschini emphasized that a larger SUV would not be as sporty as an SUV should be and could risk losing the essence of what makes a Lamborghini a Lamborghini. He mentioned that while other Volkswagen-owned brands like Porsche could successfully offer multiple SUVs, Lamborghini will not introduce a vehicle smaller or less powerful than the Urus.
The Urus, according to Foschini, strikes the perfect balance between practicality and performance, combining SUV functionality with supercar-like dynamics. Last year, Lamborghini introduced the Urus SE, a plug-in hybrid variant that pairs the Urus’s 612-hp twin-turbo V8 engine with an 189-hp electric motor, producing a total output of 789 hp and 701 lb-ft of torque.
Despite not expanding its SUV lineup, Lamborghini is still committed to developing an electric vehicle, set to be released in 2029. Foschini revealed that the electric car will be a 2+2 GT, a segment where Lamborghini does not currently have a presence. This move aims to attract new demographics and expand the brand’s appeal.
In addition to venturing into electric mobility, Lamborghini is also focused on diversifying its customer base. CEO Stephan Winkelmann has been actively working to attract more women to the brand, as they currently make up only 5-6% of Lamborghini’s customer base. In key markets like Korea, however, the brand is already seeing a 50% share of female customers, indicating a positive shift in demographics.
As Lamborghini plans its future in the evolving automotive landscape, it remains committed to staying true to its roots and preserving the essence of what makes a Lamborghini a Lamborghini. While other luxury automakers may be expanding into new vehicle segments, Lamborghini’s focus on maintaining its brand identity and heritage sets it apart in the industry. It will be intriguing to see how Lamborghini continues to innovate and adapt while upholding its legacy of producing extraordinary, high-performance vehicles.