Lamborghini Wants To Attract More Women With Upcoming Urus SUV

The raging bull is about to calm down according to Lamborghini’s boss Stefano Domenicali.

Domenicali has been pushing for a ‘change in tone’ at Lamborghini as the company prepares for the 2018 launch of the Urus crossover model.

“A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle,” Domenicali said to Bloomberg.

The company wants the Urus to both look and drive as a true Lamborghini, aiming mainly at a younger target audience between 30 and 45 years old. There will be a ton of personalisation options while the engine is expected to be a twin-turbo V8 unit with around 600hp.

But most importantly Domenicali hopes that a big share of the Urus’ buyers will women. Currently only five per cent of the company’s buyers were female and that’s something Lamborghini wants to change.

After all and according to a study by J.D. Power & Associates women buy 53 percent of all small SUVs and 48 percent of small premium SUVs, compared to roughly 40 per cent of all new cars. Add to this the fact that from 2010 to 2015 premium small SUVs saw a 177 per cent increase in sales to single women and you’ll get why Lamborghini is after the ladies.

“We have a small company, but we know we can do a good job,” Domenicali said. “And we are humble—it’s a different customer, a different car, a different network. We are top with regard to the super sports car, but this will be a different business.”