Money, Money, Money: Lambo’s New SUV Concept
Revealed in Beijing, the Lamborghini SUV Urus (a type of bull) concept has been accompanied by more than the usual amount of bullwaste by the media and the company.
In preshow literature, the Bull is described as “the Lamborghini for everyday use, for the family, for leisure pursuits with friends.” Can’t you see them jouncing over the rocks in those ridiculous low-profile tires? Lambos parked in Sam’s Club lots—the mind boggles.
CEO Stephan Winkelmann called it “the Lamborghini of the SUVs,” possibly the most redundant and silly statement a carmaker has lately made.
A full description with every last detail is in the press release here. Buyers will be looking at 600 hp, permanent 4WD, lots of carbon fiber, adjustable spoilers and what appears to be a most uncomfortable interior (pix after the break).
I mean, what is the idea of an SUV anyway? This one will probably come in at over $200K and will compete with other VW-platform premium beasts like the Cayenne and Bentley EXP 9 F concept, arriving with the Urus around 2015. Lambo expects to sell 3,000 Uruses.
The question is whether it will be an effective image-enhancer. The idea of a real performance SUV was once explored by Lamborghini, in fact, with the LM002 (below) back in the late ’80s. This was both a military and civilian vehicle, with V12 power (450 hp) and 6 Weber carbs.
True off-roaders, they were bought by Saudi sheiks, Russians and other “obscenely rich private buyers” for travel on potholed or desert roads to visit drilling operations, no doubt.
How different from the squashed-roof Urus, taking its design note from the Range Rover Evoque and others to offer a car whose form and function are now completely divorced. It is being made solely to boost Lambo sales in a segment that needs another high-performance SUV like Mitt Romney needs another house.
There aren’t many serious, high-end off-roading SUVs left. Land Rover hasn’t sold the Defender in the U.S. in years; most Jeeps have become crossovers; Mercedes still makes the G-Class. The rest have gone the way of the Toyota Land Cruiser.
Do you think Lamborghini will sell 3,000 of its new SUVs? Is it possible to predict sales for such a car three years down the road?