The Urus is expected to more than double sales for the Lamborghini brand, but nonetheless, the automaker has put limits on how much it wants to expand its SUV lineup. It will introduce new variants of the Urus, but it won’t go as far as to create a new smaller SUV, according to its chief technical officer.
Speaking with Australia’s Drive, Maurizio Reggiani said Lamborghini has no plans for a soft roader to slot below the 650-hp Urus. “At the end, it is all about brand positioning, and you can go too far down and dilute the position that we are the pinnacle of the car business,” he said. “I think the position today of the Urus is perfect and at this moment this is the bottom of our parameters.”
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“I think we have this base which is fantastic, and we can say that we will have a long derivative strategy like we’ve had from Gallardo onwards and this will be the same applied to Urus,” Reggiani told Drive. “I cannot say what will be the real output of this strategy just yet, but we will have more Urus models in the future for sure.”
Lamborghini is taking a different strategy from some competitors. Bentley reportedly wants to add an SUV to slot under the Bentayga. This model would focus heavily on on-road performance, and it would feature aggressive styling. Meanwhile, Porsche already has the sub-Cayenne Macan.