It is selling well in India and Russia.
The Lamborghini Urus, the company’s most unusual offering, is proving popular with customers. Stefano Domenicali (CEO of the automaker) stated that orders for Lambo’s second super-SUV are exceedingly high and that it expects to assemble approximately 1,000 units this year.
Domenicali stated that while we expected positive feedback from customers, it was not as high as what we are getting now. “The customer’s reaction is amazing.”
Even more important is that 70% of Urus customers are brand new and spend an average of $40,000 on options for the SUV worth $200,000, which is a significant number. Surprisingly, the percentage of female customers is also high.
Domenicali thinks the Urus is a polarizing model, but Domenicali still believes it’s vital for Lamborghini’s future. Although many customers and traditional fans are concerned that the Urus might damage the brand’s image due to its powerful V8 biturbo motor, Domenicali believes the SUV is a great choice. It also opens up markets for Lamborghini in countries where it was almost impossible to sell the Aventador or Huracan on bad roads, like Russia and India.
He said to CNBC, “This car is very polarizing. You either love it or not.” I recommend it to those who don’t like it. They discover something unexpected when they get in the car.
Lamborghini intends to produce approximately 5,000 cars in total this year. However, this number should rise to approximately 8,000 by 2019. This rapid growth will impact the exclusivity of Lamborghini’s marque. Domenicali does not think so.
“The growth must be done correctly. We will have to stop growth at the end of 2019, in order to preserve the exclusivity that we need to be profitable.