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The rationale behind Lamborghini's Urus

If you've been following developments in Sant'Agata Bolognese lately, you'll know that the world's most unabashed supercar producer is adding an SUV. Code-named "Urus," it will join the brand's existing two-model (Aventador/Huracan) lineup. It's a bold move for a company with a reputation built on iconic two-seaters including the Miura, Countach, and Diablo, and by its CEO's own admission the decision "will radically change Lamborghini." Why risk the company's exclusive, extroverted image on a vehicle associated with mundane tasks and parents who can't bear the thought of driving a minivan? Two reasons, says CEO Stephan Winkelmann. "The SUV Segment is still fast growing worldwide," he notes. Indeed, global demand for SUVs is up 88 percent since 2008, making utility vehicles the fastest-growing segment around the world, according to IHS Automotive. Utilities now comprise 19 percent of the global vehicle market. In addition, "sales can be equally distributed over our three major regions...the Americas (the US is Lambo's top market), EMEA (Europe, Middle East, Africa), and Asia Pacific." Lamborghini expects Urus to double sales from its current 2,500 cars per year to nearly 5,000. Adding a third model line "supports more consistent volumes and competitiveness of the company and our dealers," he continues. Further, Winkelmann maintains that an SUV fits the DNA of Lamborghini. "Our brand has a history of many types of cars such as GTs, super sports cars, and with the LM002 from 1986 to 1992, even an SUV. We learned together with our designers and product people that the SUV represented this opportunity the best." Structural implications include an expansion of the diminutive company's roughly 1,200-employee workforce by 50 percent, or 500 new hires, and the construction of a new facility near its headquarters to build the Urus. Building the new Lamborghini in Bologna is key to differentiating Urus from the other Volkswagen Group premium SUVs (Bentley Bentayga; Porsche Cayenne; Audi Q7 and Q8; and Volkswagen Touareg) that will share the same platform, and Winkelmann put great effort into persuading VW the move made economic sense. "We worked many months building the business case for approval because we are convinced the SUV will be a success and the best place to build it is in Sant'Agata Bolognese," Winkelmann stresses. "We are not simply adding another line in an existing building. Rather, we are talking about greenfield construction.

Dave Lang lands 180 Rollerblade jump over Lamborghini, Bam Margera crashes it anyway

Lending further credence to the internetism "This is why we can't have nice things," real-life court jester Bam Margera had a tough weekend with his Lamborghini Murciélago after letting rollerblader Dave Lang perform a 180-degree jump over it.
While the stunt seemed to go off without a hitch, a second video has emerged showing Margera attempting to back his Lamborghini convertible up. Despite the presence of side mirrors, the former Jackass host hits a Cadillac. The damage to the Murciélago appears largely cosmetic, although we highly doubt the error is going to come cheap.
There is some salty language in the video, although everything, even the subtitles, are bleeped out. We've got both videos below, so if you're in the mood for a little schadenfreude, feel free to take a look.

Lamborghini Urus Performante First Drive Review: The Lambo SUV gets more Lambo

COPENHAGEN, Denmark – If youÂ’ve followed the automotive industry for long enough, you likely remember when SUVs made by companies known for low-slung sports cars were the subject of controversial headlines. Fast-forward to 2023, and the controversial has become commonplace. Massive people-movers with supercar-like power are the status quo in the luxury segment, they usually outsell their more poster-friendly stablemates by a wide margin, and many of the companies who arenÂ’t already on this bandwagon are looking for a place to jump on. Unveiled in 2017, the Lamborghini Urus has amassed a significant following (itÂ’s the Italian brandÂ’s best-seller) and a growing list of rivals that includes the Aston Martin DBX. While itÂ’s no longer the newest kid on the block, it recently received a round of updates and gained a range-topping Performante variant. “We got a lot of new customers with the Urus,” said Luca Pacini, LamborghiniÂ’s head of R&D strategy and projects coordination. “WeÂ’re happy that people recognize the Lamborghini brand in it, and we decided to characterize it even more by offering a wider range that stretches from comfort to performance — performance is LamborghiniÂ’s DNA, after all. This caters to the demands of our customers.” Releasing a sportier Urus makes perfect sense since sister company Bentley and rival Aston Martin both offer higher-spec variants of their SUVs. Still, calling it “Performante” is a bold move because Lamborghini has historically reserved this nameplate for hardcore evolutions of its V10-powered models. ItÂ’s not merely a marketing pirouette: the Pikes Peak record-setting Urus Performante stands out from the Urus S with a specific body kit that includes a redesigned front splitter and a reasonably subtle roof-mounted spoiler. Lamborghini claims these updates contribute to a not-insignificant 8% increase in downforce. Carbon fiber parts (like the vented hood) and a titanium exhaust system designed by Akrapovic help make the Performante about 104 pounds lighter than the Urus S, though it nonetheless tips the scale at approximately 4,740 pounds. Light? Well Â… yes, kind of. Although the uber-Urus weighs about twice as much as a new Mazda MX-5 Miata, none of the models it competes against qualify for the “lightweight” label. AstonÂ’s DBX 707 checks in at 4,940 pounds and every Bentayga variant weighs more than 5,000. Chassis changes are part of the Performante treatment as well.