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Lamborghini begins Urus marketing push with terrain mode videos

The Lamborghini Urus SUV is coming. It's a done deal, so now the marketing push begins before its December 4th debut. Lamborghini is highlighting the Urus' off-road capabilities in the videos we're going to share with you, and that's not a bad way to start, since every other Lamborghini around has strada, sport, and corsa down pat. (That's street, sport, and track for those of you who don't speak Italian.) It's the sabbia, terra, and neve (sand, off-road, and snow) bona fides that need to be nailed down for the Urus to sell, so it's a smart play to highlight them right off the bat. Especially since its predecessor, the LM002, had fairly legendary capabilities – and prodigious fuel consumption. Expect that to be better in the Urus, whose twin-turbo V8 of about 650 hp and 600 lb-ft of torque should be civilized enough to guzzle fuel at a more measured pace. After that, a plug-in hybrid will reduce fuel consumption even further. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Lamborghini's also smart to push the reveal back past the noise of the LA Auto Show, so the Urus can stand on its own four tires. We expect to see more of these drive mode videos released as we get closer to the reveal, so stay tuned. Lamborghini Crossover SUV Luxury Off-Road Vehicles Performance Videos

Lamborghini hired 192 new employees in 2014

If you took a census of boyhood bedroom walls... well, first of all, you'd probably be arrested, so we wouldn't recommend it. But if you did, before they'd cart you off and put you on some list, you'd likely come to the conclusion (based purely on the posters of exotic supercars) that Lamborghini was one of the biggest, most important automakers in the world. But in fact it's quite small: just a year ago it had less than 1,000 employees on the payroll. That number is rapidly expanding, though. The Bolognese automaker reveals that just over the course of 2014, it expanded its workforce by "192 highly qualified technicians and specialists," bringing its roster up to 1,175 employees. That's a large share of the 500 new staffers it has hired over the last four years, and the company plans to hire more in 2015 "with equally significant numbers." Just as impressively, while unemployment is booming in Italy, especially among the younger generation, about half of those new recruits at the factory in Sant'Agata are under 30. Human resources isn't the only part of the company that's expanding, though. The Raging Bull marque is participating in motorsports more than it ever has before, but the biggest achievement can be seen in its sales figures. The company sold a record 2,530 units last year, which is a good hundred more than its previous record from 2008 and about ten times the numbers it was moving when Volkswagen and Audi took over in the late '90s. The arrival of the new Huracan promises to drive its sales even higher, and if Wolfsburg ever gives it the green light, a third model line (like the Urus crossover) would shoot its numbers through the roof. Automobili Lamborghini: A record hiring of of nearly 200 new employees in 2014 Sant'Agata Bolognese, 28 January 2015 - 2014 was an extraordinary year for Automobili Lamborghini: not only from the standpoint of sales (2,530 cars delivered to customers), but other indicators also demonstrate the growth of the House of the Raging Bull. In 2014, the company hired 192 highly qualified technicians and specialists, bringing the total number of permanent employees to 1,175. Over the last four years, nearly 500 new employees have been hired, all with open-ended contracts. Further recruitment is planned in 2015 with equally significant numbers. Stephan Winkelmann, President and CEO of Automobili Lamborghini, commented: "Lamborghini is undergoing a strong phase of growth in both sales and in terms of recruitment.

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.