Lamborghini CEO Claims Urus Demand Far Exceeded Expectations

Last year was a good one for Lamborghini. The Italian automaker managed to shift 3,815 units, which was an increase of 10 percent compared to 2016.

Despite having an awesome year, Lamborghini, just like everyone else, is looking to grow in the SUV segment. The Italian brand did this by introducing the Urus SUV, which has, apparently, been a hit.

CNBC spoke with Stefano Domenicali, Lamborghini’s CEO, who said that Urus sales have exceeded expectations. While the Urus starts at $200,000, Demonicali states that buyers are actually spending around $240,000 for the vehicle.

“We were expecting a positive feedback from the customers, but not at the level we are receiving now,” said Domenicali. “The reaction of the customer is really fantastic.”

Thanks to the new SUV, Lamborghini is expecting to sell even more cars that last year. According to Domenicali, the company is planning to end 2018 with a production figure of 5,000 vehicles. That’s 1,185 more units than 2017, and Lambo’s CEO believes that the Urus will account for at least 1,000 of those extra units.

Interestingly, the outlet states that the Urus is drawing new consumers to the brand, as 70 percent of buyers are using the SUV as their entry into the world of Lamborghinis. Moreover, he was surprised by the number of women who bought the Urus.

The Urus is also selling well in areas that have bad roads, like Russia and India, where the brand has a hard time moving its supercars. That makes sense, as the Urus’ tall ride height makes it the better choice for those regions with less than smooth tarmac.

So, is Lamborghini looking to increase sales considerably over the next few years? Domenicali claimed that production figures will always be low (probably less than 10,000 units annually, we guess) and the vehicles will be built to the highest standards.

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  • Squashed VW Tiguan + Audi V8 = Lamborghini Urus…Their margins on this have to be at least $180K…

    • Elmediterraneo

      Keep being jealous at least germans know how to sell massively +100K€/$ cars.

      • No jealousy here…I own a few high-end models from German brands…just stating facts, and the foolish being easily parted from their moolah…

        • Nordschleife

          Well you drive German cars so you sometimes it’s all in the badge.

          • No, there is a difference in handling and engineering. It’s just that some model’s price premiums cannot be justified.

          • GobbleUp

            Sour.

    • Mynameis Taylor

      it’s not that simple. they’re all different cars, different brands with different driving characteristics. Just because they’re owned under the same parent company and some of the same parts doesn’t make them the same car. Jus like a Jag is not a Land Rover…… a Maserati is not a Ferrari. However Lexus “is” a Toyota

      • U8INIT

        To make your point stick means someone must perceive VW > Toyota?!

        • Mynameis Taylor

          I don’t know what you’re talking about

      • Bo Hanan

        Q7/8, Cayenne & Urus all use the same platform. They all use the same 4.0 V8 engine in different tunes. And its actually the Touareg that also shares the platform.

        • Mynameis Taylor

          The Chevy Tahoe and GMC Yukon are examples of rebadged cars. The Ford Taurus/Mercury Sable, the Camero/Firebird …….. an Audi is not a rebadg Lamborghini, Bentley or Volkswagen. Just like an Aston Martin isn’t an Mercedes because they provided the engine.

          • Bo Hanan

            We are talking about one platform-engine shared between several VW brands. It makes financial sense. But it also brings into question whether each brand sharing the platform-engine can truly claim their version as unique. See Mergatroid69 comments below.

      • Same chassis…that’s the most major component…

        • GobbleUp

          Nope.

  • Shobin Drogan

    It also far exceeded my expectations at how hideous it turned out to be.

    • Mynameis Taylor

      looks pretty much like the concept

      • StrangerGP

        It doesn’t help if the concept wasn’t that good looking.

        • Shobin Drogan

          Also those rear door handles and front grill look uglier compared to the concept.

  • Bash

    And sooner or later, Ferrari will also far exceed my expectations at making an SUV, and I will far exceed own my expectations by equally loving it! lol

    • ace_9

      That’s because the only thing that matters to you is the badge… I bet you would not “love it” at all if it would be a KIA…

      • Bash

        Clearly you don’t know me, or you are a noob here…. or maybe both. 😉

        • ace_9

          I don’t think I know anybody here. And I still insist that anyone who likes this car, must also like aston martin cygnet.

          • Bo Hanan

            I loved that little Aston Martin. It was cool, rare and now valuable.

          • ace_9

            It was rare purely because of the fact that nobody wanted rebadged toyota city car. It was cool only in minds of overly spoiled dubai teenagers or filthy rich old fat guys buying them for their mistresses. And it is not valuable. It is overpriced because there were so few sold, that the sellers (unaware of what the real valuable cars are) are now acting like it’s the next 250 gto.

          • Bash

            lol I like this car, and I don’t like the cygnet! Analyze that buddy!

          • TheHake

            I LOVE this car. Isn’t it strange that not everybody like the same things as you??? And no, I don’t like the Aston Martin iQ.

          • ace_9

            It is very strange indeed… Especially since you are all wrong 😀

          • TheHake

            Lol. Yup, if everyone else are crazy………

          • ace_9

            Then I must be a plane! 😮 Vrrrrruuuuum

          • TheHake

            😉

      • It’s nothing like a Kia though.

        • ace_9

          Just wait a few years 🙂

        • TheHake

          There’s nothing wrong with Kia. They make pretty damn good cars at the moment.

  • ace_9

    Well, of course “the reaction of the customer is really fantastic”. Old fat tasteless car noobs (but rich, very rich) unable to dignifiedly get in and out of a real lamborghini must be screaming with joy that now they too can try to impress the inappropriately younger women with a “lambo”.

    • Maybe they just like the car?

      • Mynameis Taylor

        yeah. It’s a cool looking car. It looks fun. Its not my favorite, but I’d drive it.

        • StrangerGP

          Depends on your taste, for me it looks way too boring and civilized for a Lambo. But hey, if people want to pay a lot more for a rebadged Audi Q8 then it’s a good business for Lamborghini.

          • Jay

            The Urus is far from a Rebaged Q8. Sure the overall shape is the same because of the platform the share but no visible body panels are the same. Give them credit, a lot went in to differentiate the two.

      • ace_9

        What is so special to like on such car ? It is outrageous and aggressive suv. That’s what differs it from the rest of the suv flooding. But it’s not outrageous enough to be a lamborghini, so it only softens the brand and shows that the only focus of even the most prestigious car makers is the money. It’s sad that they don’t care about the brand soul. I always liked lamborghini and I hoped they would never sell themselves out…

        • Chad L

          You mean just like the Porsche Cayenne?

  • Nordschleife

    This is the only Lamborghini I think looks good in black. It’s funny Lamborghini lends it myself to louder colors but I only like this in the black and maybe the blue. It seems to fit the Urus to me better than the other colors.

  • TheBelltower

    That a conventional, powerful, relatively inexpensive SUV with an exotic badge sells well shouldn’t be a surprise to anyone. Personally, I think it’s a messy looking design that might as well be a Toyota or a Hyundai. But I’m not at all surprised it’s selling well.

  • Auto

    Here come the non car people.

  • S3XY

    Why the heck do people want ugly cuv/suvs. Will never understand.

    • Chad L

      Civic Type R is ugly

  • nastinupe

    I can’t lie, I want one. I hope that they tank in value… and fast.

    • TheHake

      Lol. You and me too, buddy. They will be a b*tch to maintain though. 🙁

      • nastinupe

        Maybe not. I’m thinking that they are more Audi/ VW than Lamborghini.

        • TheHake

          I’m sure it will be relatively reliable. But it will still be expensive to get serviced.

          • nastinupe

            Yeah, I can see that. If I get one it will be a third car for me so I wouldn’t drive it more than 5000 miles a year.

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