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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.

Listen to the Lamborghini Hurac'an fire up

Lamborghini just revealed all the juicy details about its 2015 Huracán this morning, but apparently Autobild was on hand for a photo shoot of the car, and shot this quick video of the new Lambo starting up. It's not a rev-happy video, but we're still happy a camera was on hand to capture the raucous exhaust note as the 610-horsepower V10 roared to life.
The note emanating from the Huracán's quad exhaust outlets doesn't sound quite as high-strung as an Aventador or Reventón, but it's definitely a throatier, more menacing sound than the Gallardo it was designed to replace. While the video posted below is a good tease of what the car sounds like in real life, we can't wait to hear this engine hitting its peak horsepower at 8,250 rpm.

Fourth Lamborghini model could be an all-electric 2+2 GT

It was almost a year ago that Automotive News spoke to Lamborghini CEO Stefano Domenicali about the carmaker potentially adding a fourth model to the lineup. Asked about the potential of a new 2+2 GT model picking up where the Espada left off in 1978, Domenicali demurred on the matter of a bodystyle. Instead, the CEO said the brand is "working hard to combine high performance with interior space and driving comfort in a package that, designwise, should be striking as well as highly efficient in terms of aerodynamics." A year on, Autocar spoke to Lamborghini R&D head Maurizio Reggiani, who hinted at how ideas have coalesced since. Autocar says a 2+2 GT "is due to be given the green light to arrive by 2025," and there's a chance the model could be all-electric. Last we heard, Domenicali was explaining to AN that buyers weren't asking for a battery-electric vehicle. With a five- to seven-year horizon for the introduction of a fourth car, however, the CEO allowed that customers could be ready for one by 2027, so Lamborghini should be ready, too; nevertheless, he hedged the battery-only offering by saying it would come "together with a high-performance plug-in hybrid." According to Autocar's story, the brand's got more bullish on batteries in the interim. Reggiani said, "If you look at the timing for a fourth model line, there is the potential that this will be the right time for a full-electric vehicle" that can do at least 350 miles on a charge. Not only could such a car make sense by 2025, Lamborghini could likely find some way to fit the model into the Volkswagen Group's scheme for EV domination. There are two electric platforms floating around the high-performance divisions that could get the nod; the J1 architecture under the Porsche Taycan and coming Audi E-Tron GT that will evolve into the J1 II come 2023, or the Premium Platform Electric (PPE) architecture that will support a range of models and is already rumored for an all-electric Bentley.    In terms of styling, Autocar repeatedly mentions cues coming from the 2008 Estoque concept (above). The four-door GT unveiled at the 2008 Paris Motor Show has been in limbo since then, the heart of rumors ranging from an Estoque range of everyday supercars to becoming a Lamborghini twin for an Audi A9.