Lamborghini adds a new record to the Urus’s accolades. It’s now the best-selling model for the brand in the shortest time ever. Since its market debut in 2018, 20,000 units have been produced, setting sales records year on year. The twenty-thousandth Urus, in Viola Mithras with black calipers and panoramic roof, comes off the production line today, destined for a customer in Azerbaijan.
The Urus has been the catalyst for doubling company volumes and the size of the Sant’Agata Bolognese factory. It is estimated that Urus SUVs owned around the world have covered more than 360 million kilometers in total.
“From the first moment we presented the Urus concept at Beijing motor show in 2012, to its market debut in 2018 and each year since, the Urus has proved its instant and continued appeal as a true Lamborghini, born from our super sports heritage and the world’s first Super SUV, the LM 002,” said Stephan Winkelmann, Automobili Lamborghini Chairman and CEO. “The Urus is a perfect complement to our super sports model ranges, providing a luxurious and high-performance daily drive for those who identify with our authentic Italian brand.”
Following its launch in December 2017, the Urus was presented to customers in a spring 2018 world tour, covering 114 cities in just four months, with more than 70 percent of initial orders collected from newcomers to the brand.
The brand’s personalization program—Ad Personam also added to its appeal. The most popular exterior Ad Personam colors on Urus are Grigio Telesto, Blu Cepheus, and Viola Pasifae. The appeal of the Graphite and Pearl capsules also attracted Lamborghini customers to the colors Nero Noctis Matt (Graphite) and Arancio Borealis (Pearl).
These five Ad Personam exterior colors have emerged as favorites, demonstrating the diverse personalities and identity of Urus and their owners.
Lamborghini’s headquarters in Sant’Agata Bolognese has grown exponentially with the arrival of Urus: the factory doubled from 80,000 to 160,000 square meters and established Lamborghini Manufacturing 4.0: an innovative approach to production technologies to support assembly-line workers. More than 500 permanent new staff have been hired from 2015 to 2018 to sustain the Urus project. In 2019 the Urus paint shop was inaugurated and since 2020 the Urus supply chain became more sustainable through replacing the Urus bodies’ transportation by truck with train, and the cut of CO2 emissions by 85 percent.
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