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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.

Bulls on vacation: Lamborghini Giro 2015

Twenty-one owners were on hand for the Lamborghini Giro 2015, the tenth edition of the exclusive brand's most exclusive event. Hailing from the US and Canada, the small group blazed over some of the best roads in Maine, New Hampshire, Vermont, and Massachusetts. Luxury accommodations were provided at each stop on the four-day tour in late July. Twenty-one owners may sound like a minuscule showing, but it represents nearly 3% of the yearly American customer base. The colorful collection of Aventadors, Huracans, and Gallardos charged around New England like a high-speed string of Skittles. Challenging drives included the storied climb of New Hampshire's famed 6,288-foot Mount Washington and a mad dash up sinuous Route 17 through Vermont's Appalachian Gap. It all concluded with a police-escorted romp into the heart of Boston. Brilliant as the driving is, the Giro is also an opportunity for the Italian brand to connect with and take the pulse of owners in America, its largest market. Twenty-one owners may sound like a minuscule showing, but consider this: Lamborghini sold just over 2,000 cars globally in 2014, 736 of them in the US. This privileged few represents nearly three percent of the yearly American customer base. For comparison, Ford Motor Company sold 2,480,942 vehicles in 2014. If a similar portion of American Ford owners breezed into New England for a Ford Giro, that would equate to more than 70,000 "Ford-istas." Begun in 2006 in the US, the event is relatively unknown, even among Lamborghini owners. Capped at a maximum of 25 couples/cars, the Giro draws some of the most loyal customers of the Bologna-based icon. Exclusivity – participants mix with top management and are looked after by Lamborghini "concierges" – is what sets it apart from larger yet still select activities for the faithful, including the Lamborghini Esperienza (track events for owners) and Accademia (track and winter driving academies). Given the statistical significance of the participants, we couldn't help but survey the well-heeled swells running their bulls on the 2015 Giro about what they thought of the company's gamble on a third Lamborghini model in the form of an SUV – the upcoming Urus. Will it diminish the flamboyant brand's street cred? Half said "No", citing the celebrated Porsche Cayenne parable. Half said, "What the ****?!" "It's not only a nice drive," says Alessandro Farmeschi, Lamborghini America Chief Operating Officer.

Lamborghini Huracan could become an 850-hp PHEV next year

So far, Lamborghini is celebrating 2022 with record sales and odes to the internal combustion engine thanks to a raft of special editions. The Italian automaker's plunge into electrification starts next year with the next-generation Huracan and its plug-in hybrid powertrain. Lamborghini's head of research and development said, "The engine will be bespoke for Lamborghini. On the final details we can’t yet communicate this, but I would say more than six and less than 12 cylinders for the combustion engine." The easy (well, easier...) option would be to tweak one of the Volkswagen Group's twin-turbo V8s to work with a pair or trio of electric motors. Auto Express says its sources suggest two bits of intel on that engine, the first being that it could be an in-house design "not sourced from VW Group," the second that combined output might exceed 850 horsepower. Such a theoretical coupe would be 169 horses more potent than the Huracan STO and easily satisfy Mohr's assertion that the new generation "from the performance point of view ... will again be a big step." Lamborghini is spending $1.8 billion on its path to an electric future. It's possible the firm could take part of that money to develop a V8 for itself, instantly setting itself apart from the other high-dollar brands in the VW Group. Naturally, we'd love to see that, or even a hybrid V10; what a monster that could be, although heavy, and engineers have been clear about waging a war against weight. The Wolfsburg parent is known to be a huge fan of scale, though, and a V8 or V10 that only serves two vehicles — the Aventador will continue with a V12 even as a plug-in hybrid — seems like a stretch to get approval. Parsing this also depends on how the automaker could define "in-house design." We've seen massively revised engines built around an existing block considered "all-new." The Huracan could debut as soon as next year, one year ahead of the automaker's commitment to electrifying the whole three-car lineup. Autocar says that looking ahead from there, we'll finally get eyes on the battery-electric Lamborghini in 2028. Last year, the predicted window was sometime between 2025 and 2027, and an interview with Lamborghini chief Stephan Winkelmann has clarified a few bits.