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Lamborghini Eyeing Women With All-New Urus SUV

When Lamborghini set up shop in 1963 in Sant’Agata Bolognese, straw boss Ferruccio didn’t do it to go racing. Even if it’s located a stone’s throw away from racing-blooded Ferrari, Lamborghini wasn’t founded for collecting motorsport accolades. It was founded to settle a feud between two men.
Lamborghini Urus SUV (concept car) 11 photos
Photo: Lamborghini / edited with pixlr.com
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Even if Lamborghini has recently started to put an emphasis on GT3 class racing, its road-going auto manufacturing business is kicking it old school, just like in the days when Ferruccio was the head honcho. And despite ever-stringent emissions regulations, Lamborghini made it clear that the awe-inspiring V12 engine will be kept alive, no matter the cost or sacrifice.

But this is the 21st century. Going forward is the name of the game these days, and Lamborghini abides by this trend. In keeping with Ferruccio’s legacy, Stefano Domenicali is only happy to keep the Lamborghini flame alive. The current Lamborghini CEO and former Scuderia Ferrari F1 Team principal, however, knows that building supercars isn’t all there is to Lamborghini.

Speaking to Bloomberg, the Italian came clean about what type of customer Lamborghini will be addressing in the future. “The [Lamborghini Urus] SUV will be a game changer,” Domenicali said. “It will make Lamborghini different,” he added, referring to the fact it will be powered by a 600 HP 4.0L twin-turbo V8 developed by Porsche, as well as the fact women are getting interested in the Lamborghini brand. And yes, the Urus is the key to women’s hearts.

According to Stefano Domenicali, “a bull is always aggressive, but I would like to give us a new philosophy toward the future: a bull can be gentle.” These being said, should we guys get worried about what the Italian manufacturer is trying to do with the upcoming Urus? In a nutshell, hell no.

Being the spiritual successor to the LM002 “Rambo Lambo” is neat and all. Having enough get-up-and-go to keep the Bentley Bentayga and next-generation Porsche Cayenne at bay is also great. And for what is worth, who actually decides that this car is girly and that car is manly? Plenty of women drive Fiat 500s, and so do men. This is also applicable to higher-spec machines such as the Nissan GT-R, Rolls-Royce Ghost, and the list goes on.

What Lamborghini is trying to pull off with the Urus is similar to what had saved Porsche from bankruptcy in the not too far past. Yup, the big bad bull of Sant’Agata Bolognese is pulling a Cayenne on us. And that’s the right to do if you, like me, want Lamborghini to continue making V12- and V10-engined supercars that make grown men (and women) go weak at the knees.

The Lamborghini Urus isn't a compromise. It is essential.
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About the author: Mircea Panait
Mircea Panait profile photo

After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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