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What Lamborghini Urus' unapologetic unveiling tells us about the super SUV

BOLOGNA, Italy — "Like a storm at a wedding," was Italian Prime Minister Paolo Gentiloni's diplomatically lyrical description of the 'problemo tecnico' that plunged the Lamborghini Urus production line into an awkward silence just as the build-up to the car's unveiling was reaching a crescendo. Given the scale of the event, the hundreds of media, customers and VIPs flown in, the preparation of the new production line for a gala dinner and all the rest of the glitz and glamour, this must have been an excruciatingly embarrassing moment for Lamborghini boss Stefano Domenicali. If it was, he didn't show it, gamely jumping into the middle of the unlit arena with the microphone and stalling for time as two examples of the Urus were whisked around from the adjacent production line, brought hurriedly before the waiting crowd and then thrown into the spotlight for R&D boss Maurizio Reggiani to do his thing. All of this proves that flying all the way to Bologna to attend an unveiling event in person is the last place you want to be if you want the scoop on a new Lamborghini, the vital information on the car already live and online while we folks in the factory were — literally — in the dark. You'll have already read the headlines, gasped at the horror of a turbocharged Lamborghini and then again in amazement at the performance stats the 641-bhp 4.0-liter V8 delivers. 0-62 mph in just 3.6 seconds is but a few tenths off what a Huracan achieves, 0-124 mph in 12.8 seconds putting the Urus into the seriously fast league for any type of car, let alone an SUV. The shock value of the looks has been tempered somewhat by the fact that concepts, test mules and drawings have been in the public domain for a long, long time. We've gotten used to the idea of a Lamborghini SUV, and the design theme of an Aventador on stilts was long-previewed. But what's it like in the metal? Unapologetic would be one word that springs to mind. But then that's the Lamborghini way, right? This is not — never has been — a brand for wallflowers. Even with that in mind, the Urus is a middle finger raised to anyone concerned about brand values being cheapened by the fact it shares platform, engine and electrical architecture with similar products from Audi, Bentley and Porsche. You'll have your own views there. You'll also realize why Lamborghini had to do it and, perhaps, wonder why it took so long.

Maurizio Reggiani talks racing, forced induction, and Lamborghini V12s

Maurizio Reggiani deserves his own chapter in Lamborghini's history. He joined the Italian company in 1995 and rose to the position of chief technical officer in 2006; he notably led the development of some of Lamborghini's greatest modern-day engines, including the 6.5-liter V12 that powers the Aventador. His time as the head of Lamborghini's research and development department ended earlier in 2022 and he now serves as vice president of motorsport. His successor, Rouven Mohr, is tasked with implementing an ambitious and far-reaching electrification strategy called Direzione Cor Tauri and outlined in 2021. As Lamborghini prepares to enter a new era, I sat down with Reggiani for a behind-the-scenes look at nearly 30 years of V12 development. [The following has been edited for clarity.] RG: Lamborghini has made other engines and other companies have made V12s. Why is the V12 so often associated with Lamborghini? MR: In a time when everybody started talking about downsizing and reducing cylinder count, we continued to say that the V12 is the flagship of the super-sports car. We were born with this: Lamborghini has made a V12 during every year of its history. We also did V8s in the time of the Jalpa, for example, but the V12 was every time the main pillar of this company. If you want to be considered the pinnacle of super-sports cars, no other engine can really speak to purists like a naturally-aspirated V12 can. In terms of power, in terms of sound, in terms of emotion, and in terms of, let me say, the coolest engine that's possible in terms of engineering definition. RG: What projects have stood out to you during your time at the head of Lamborghini's R&D department? MR: When I started my career, 40 years ago at Maserati, I worked in engine development. At Bugatti, I was responsible for powertrain, which of course includes the engine. For me, an engine is kind of like a first love, and you remain in love for all of your life. To look at an engine, to look inside, to discuss the components, to have an opinion, and to give a suggestion was my way of working every time. One of the projects that excited me the most was the Diablo GT. For the first time, we decided to put a single throttle per cylinder, and it was a level of sophistication that was more or less never used before by Lamborghini. You take experience from the past and try to apply it to [the present]. This improved a lot the performance, and it was really super exciting.

Artist gives Lamborghini Huracan fierce rattle-can paint job

It is nearly impossible to make a car as flashy as a Lamborghini even more so, but Miami-based artist and car customizer Rich B Caliente did just that. Caliente recently unveiled a piece where he painted an Imperial stormtrooper helmet from Star Wars in a striking mixture of matte blues, silvers, and golds. Not long after, Caliente was contacted by an artist known only as ZEVIGG who saw the customized stormtrooper helmet and wanted the same treatment for his Lamborghini Huracan. "I asked him to give me a day to think about this project since it involved major amounts of time and effort, on top of that it had never been done before as far as color blending an entire car. After some careful thought, I felt confident that I could knock it out of the box even though it was a $200,000-dollar car I'd be using as my canvas," Caliente told DUB Magazine. Dubbed "Project Inspire", the work took place over the course of three days in a paint booth at Exclusive Motoring, a high-end customization shop in Miami. Using nothing but spray paint cans, Caliente hand painted the Lamborghini like a grafitti artist spraying an underpass. The mixture of paints gave the car a rich patina and provided a base on which the car's owner added his own personal artistic touches. The car's look was capped off by Vossen Precision Series wheels, which were painted to match the car, and a set of grippy Toyo Proxes to keep the powerful Lambo planted. Soon after completion, the car was driven at the Miami leg of the Bullrun Rally. It now resides with its owner in New York City, where ZEVIGG parades it around as a rolling piece of art. Related Video: News Source: Motor Trend, DUB Magazine, @raymondneice Weird Car News Lamborghini Ownership Coupe Supercars Videos paint huracan street art