Automobili Lamborghini has announced a significant expansion of its product line with the introduction of a luxury SUV, known as the Urus. This bold move marks a new chapter for the legendary Italian automaker, traditionally known for its high-performance sports cars, as it ventures into the rapidly growing SUV segment. Production of this exciting new model is slated for 2018, following the initial unveiling of the Urus concept at the Beijing Auto Show in 2012.
Sant’Agata Bolognese to Become Global Hub for Lamborghini SUV Production
The Lamborghini SUV will be exclusively produced at Lamborghini’s headquarters in Sant’Agata Bolognese, Italy. This decision underscores Lamborghini’s deep commitment to its Italian heritage and the “Made in Italy” ethos. The project represents a substantial investment of hundreds of millions of Euros, which will be injected into expanding the Sant’Agata Bolognese facility and enhancing production capabilities.
This ambitious undertaking is made possible through the collaborative efforts of various key stakeholders, including the Volkswagen Group, with AUDI AG as Lamborghini’s shareholder, the Italian Ministry of Economic Development, Invitalia, the Emilia Romagna Region, union representatives, and the dedicated Lamborghini team.
Stephan Winkelmann, President and CEO of Automobili Lamborghini, emphasized the historical significance of this moment: “This is a proud moment for everybody in Lamborghini. The introduction of a third model line endorses the stable and sustainable growth of the company and signifies for us the beginning of a new era.” He further added, “The new SUV will be made in Sant’Agata Bolognese, demonstrating our commitment to safeguarding the values of ‘Made in Italy’ worldwide.”
Factory Expansion and Job Creation
Producing the Lamborghini SUV in Sant’Agata Bolognese will necessitate a significant expansion of the factory site, increasing its footprint from 80,000 square meters to approximately 150,000 square meters. This expansion will encompass new facilities, including a state-of-the-art production line dedicated to the SUV, advanced warehousing, and an enlarged Research and Development department to further Lamborghini’s innovation.
Beyond infrastructure development, the Lamborghini SUV project will generate considerable opportunities for the Italian and international supplier network. Crucially, Lamborghini anticipates hiring 500 new employees, providing a substantial boost to the local and national economy.
Rupert Stadler, Chairman of the Board of Management Audi AG, highlighted the successful integration of Lamborghini within the Audi Group while preserving its Italian identity: “Lamborghini, Italdesign Giugiaro and Ducati have developed very successfully under Audi parentage, and kept their Italian identity. With the decision to produce the Lamborghini SUV in Sant’ Agata Bolognese we have proven once more our commitment to Italy as an important automotive industrial nation.”
Luca de Meo, Board Member for Sales and Marketing Audi AG, recognized Lamborghini’s global brand prestige and the positive impact of this decision: “Lamborghini is today one of the world’s most exclusive brands. We at Audi are very proud of all our Italian subsidiaries. I am delighted at this outcome for both Lamborghini and Italy, and thank the Italian government for their collaboration in helping to make this possible.”
Targeting a New Market Segment
The introduction of a luxury SUV allows Lamborghini to tap into an unexploited, rapidly expanding, and highly attractive car segment. This strategic move is expected to significantly broaden Lamborghini’s customer base. The target demographic includes existing Lamborghini sports car owners who currently drive SUVs from other luxury brands, as well as families and entirely new customers who are drawn to the Lamborghini brand for the first time. This expansion could even appeal to those who might have considered a “Lamborghini Jeep” if such a vehicle existed, but are now presented with a true Lamborghini SUV.
Lamborghini projects a balanced distribution of sales volumes across its three major sales regions: EMEA (Europe, Middle East, and Africa), the Americas, and Asia Pacific. Key target markets will include the USA, China, the Middle East, the United Kingdom, Germany, and Russia, reflecting the global appeal of the Lamborghini brand and the luxury SUV market. Annual sales volumes are projected to reach approximately 3,000 vehicles, effectively doubling the company’s current sales performance and solidifying Lamborghini’s position in the luxury automotive world.
