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A dealer made a 'Urus' out of an Audi Q7 to get people excited for Lambo's SUV

Fake news seems to be catching on. In an attempt to drum up some interest in the upcoming Lamborghini Urus (the Italian SUV that hasn't been unveiled yet) the Lamborghini dealer in Nurnberg, Germany, created a Lambo-badged promotional vehicle. It seems it has fooled at least a few folks, with several outlets reporting on it as if it's a Lamborghini prototype. Of course, it's not. What you're looking at is an Audi Q7 with a camouflage wrap that includes a Lamborghini-script logo across the back and a promotional message on the side, which reads: "Der Urus kommt / Lamborghini Nurnberg." Thanks to one semester of German, we can tell you that first part means "The Urus is coming." Note, that's "is coming," not "is here." There's also something that kind of resembles a scoop on the front fender. It's also fake. It's not uncommon for automakers to put a cryptic message on the side of a test car, often with swirly camo, but this takes the idea a step further since it's not the actual car underneath. That said, the production Urus, whenever it arrives, is expected to share the Audi Q7's MLB 2 platform. So it sort of works. Kind of. Related Video: Image Credit: CarPix Audi Lamborghini Crossover SUV Luxury Performance confirmed

Lamborghini struggles to cap its own production to maintain brand exclusivity

Lamborghinis, Ferraris, Bentleys, and so on demand high prices, and that's not just because you’re buying incredible performance, technology and luxury. YouÂ’re also buying exclusivity. Recently, however, Wall Street and shareholders have been pressuring supercar makers to produce more cars and yield more profits. The problem is that higher production volume compromises exclusivity and dilutes the brand. So while LamborghiniÂ’s shareholders want the company to produce more cars, executives are seeking to impose limits and cap production. "We must not go on growing forever. We now have to consolidate these results and preserve exclusivity," Lamborghini CEO Stefano Domenicali told reporters at an event inaugurating the companyÂ’s newest paint and body shop at the SantÂ’Agata Bolognese plant in Italy. The execs are having limited success, however, as the company announced that it plans to sell more than 8,000 cars this year, which is “the right dimension of our company with our current product portfolio,” Domenicali said. A run of 8,000 cars would be an increase of 39 percent from 2018's total of 5,750 new Lambos. It has been a strong decade for Lamborghini; a mere 1,302 vehicles were sold back in 2010. However, that goal of 8,000 could swell to around 10,000 cars, depending on whether the company adds another model to its small lineup. Such a case would have to be deliberated among shareholders. Lamborghini saw considerable growth in the first quarter of this year, likely attributed to the launch of its Urus SUV. So far, analysts are forecasting an increase in revenue to around 1.7 billion euros, or $1.92 billion USD, up from 1.42 billion euros or $1.6 billion USD in 2018, said Chief Financial Officer Paolo Poma. At the same event, Lamborghini confirmed that an electric supercar is not in its future at this time as “customers are currently not interested,” Poma said. However, Lamborghini is indeed seeking to add hybrid vehicles to its lineup by 2025, as itÂ’s pressured to lower CO2 emissions and meet future mandates. The Urus is expected to be one of the cars receiving a hybrid powertrain, as it is not planned to get a V10 or V12 engine.

Lamborghini plans to release four new models in 2022

Lamborghini set an all-time delivery record in 2021, and almost all of its production capacity for 2022 is already spoken for. It plans to keep the momentum going by releasing four new models in 2022, according to a recent report, including updated variants of its best-sellers. Speaking to British magazine Car, Lamborghini boss Stephan Winkelmann revealed that 2022 will be the last year that the firm launches only cars powered exclusively by an internal combustion engine; everything that comes after will be either a hybrid or electric. We're not there yet, though, and Lamborghini has a few exciting non-electrified products in its pipeline. We'll see two evolutions of the Huracan, the executive confirmed, and we're guessing that one is the rally-inspired model that our spies have spotted testing in the snowy parts of Europe. It looks like the V10-powered coupe will draw inspiration from the Sterrato concept (pictured) that made its debut in June 2019. At the other end of the Raging Bull spectrum, the hot-selling Urus will receive its first major update since its unveiling in 2017. What's intriguing is that Winkelmann said that "the facelift will be split in two." Could one be the hybrid model that's in the works? Time will tell. Those are the four new models that Lamborghini will unveil in 2022 — unless the company has other surprises up its sleeve. Enthusiasts waiting for the Aventador's successor will need to be patient because it's not due out until 2023, according to the same report. When it lands, it will pack a plug-in hybrid powertrain built around a new naturally-aspirated V12 engine. Separate reports claim that the model will be its own thing; it won't borrow styling cues from the Sian introduced in 2019 or from the sold-out born-again Countach presented in 2021. "And then, in 2024, we will have the Urus and the Huracan follow-ups, [and they'll be] plug-in hybrid cars," Winkelmann said. He stopped short of telling Car which engine will power the Huracan's replacement, but the publication speculates that the model will ditch the sonorous V10 and downsize to a V8. Interestingly, the eight-cylinder will reportedly be developed in-house. It will feature a 10,000-rpm redline and it will be capable of burning synthetic fuel. Unverified reports claim that the hybrid system's total output will lie in the vicinity of 850 horsepower.