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Italian supercar manufacturer Lamborghini unveiled this week's brand new Urus in South Africa. This is undoubtedly the first super-SUV in the world and announces a new chapter for the brand Sant Agata. But does the world really need it?
This week, I saw the all-new Lamborghini Urus for the first time. No, I could not drive that, the first example in the country. But I managed to sit in it. And I was able to enjoy the sound of the V8 bi-turbo.
There are some reasons why the arrival of Urus on the local coasts is significant. First of all, this coincides with the transfer of the Lamborghini distribution to LSM Distributors: the same company that also occupies Porsche and Bentley SA
while the trio of brands seems to have very little of things in common. end customers, all three belong to the Volkswagen Group. This fact already suggests some synergy that its SA guardian will be keen to explore.
Second, the Urus is expected to double Lamborghini's sales worldwide, and perhaps even more locally. This is the only SUV (sport utility vehicle) in the world, promising a unique blend of supercar dynamics, off-road capability and four-seater convenience.
One could say that the Porsche Cayenne was the first SUV with sports cars. But the Urus takes this formula a step further: imagine a vehicle weighing just under 2.2 tonnes catapulting from rest to 100 km / h in 3.6 seconds. And at the top of 305km / h …
But the Urus is not limited to speed. It's about bringing supercar performance into the SUV segment – although this is a new, very upscale niche in this segment. It is also to increase the reach of Lamborghini – and increase its profitability.
It should be remembered that Porsche has applied this same formula to a business saving effect by introducing the original Cayenne. The Porsche traditionalists were appalled by the shift of the sports car brand into SUV territory, but the Cayenne brought the sacred badge to a whole new audience, sales soared, and Porsche's nonsense. has never regretted the decision of Stefano Domenicali
. at the heart of the business. But the brand is also realizing that it needs to grow to meet the changing needs of the automobile – and the needs of current and future customers.
Lamborghini's expansion strategy is aggressive. The production plant of Sant Agata, near Bologna in Italy, has been doubled and now occupies 160,000 square meters, which is huge for a company that has sold only 3,815 cars in Italy. 2017.
This figure may seem modest compared to Porsche, but already represents a 10% increase in sales in 2016, while the turnover reached 1,009 million euros in 2017, 11% more than the year before. The positive trend continues in 2018, with a 10% improvement over the first six months
But, says Domenicali, the Urus will be the real game changer. It is expected to double Lamborghini's annual worldwide sales to around 8,000 units once the newly expanded plant production is in full swing. The current waiting list is 12 months – but the company is doing everything it can to reduce the waiting period.
" We think that 12 months is the maximum that customers are willing to wait and we want to reduce the waiting time as soon as possible," he explains.
With SA considered a key growth market, it hopes that local customers will not have to wait that long, though.
The long list of waiting is a strong indication of the positive response to the Urus.
" What is important to us is that 70% of Urus buyers are Lamborghini customers for the first time," Domenicali said.
It's exactly this expansion of the customer base on which the Italian brand bets.
It is clear that the arrival of Urus is only the first step of a longer-term action to broaden the footprint of the Mark. Although Domenicali is not attracted to future models, he admits that hybrid and electric vehicle technologies are recognized as strong future trends
This does not mean that the next generation of Lamborghini will be a fully electric sports car. .
" If you own a Lamborghini, you want to drive and experience the car.For the moment, it means that the internal combustion engine will remain – at Lamborghini, it is part of the emotion of the car, "he says.
However, Domenicali (pictured above in Cape Town), does not rule out the future use of these technologies or even more advanced solutions completely.
" The electrification will only take place if the technology is suitable for the car.We always look towards the future, and how innovation can be applied to our models . "
The Terzo Millenia concept car, developed in collaboration with the Mbadachusetts Institute of Technology (MIT), features not only an electric transmission, but battery supercapacities, and a self-healing composite body utilizing nanotechnology.
For now, however, the success of Urus is essential to Lamborghini's long-term expansion plans. And the first indications are that it should be at the height of its ambitious goals and, more importantly, customer expectations.
The images certainly do not do justice to super-SUVs. In the metal, the Urus exudes a low and threatening position that instantly connects it to the Huracán and Aventador supercars.
Yes it's bigger and bigger, but the proportions are more supercar than SUV, and the geometric details of the bodywork are authentically Lamborghini. Above all, it exudes a mix of muscle and dynamic promise that sets it apart from any other SUV out there.
The technical specifications allow an impressive reading: the 4.0 liter V8 biturbo develops a power of 478 kW, combined with 850 Nm of torque, for a power / weight ratio of 218 kW / ton. [19659003] AWD and four-wheel steering add to the prowess of the Urus, but the larger stance and adaptable suspension promise a less uncompromising ride than the brand's supercars. Up to six driver selectable driving modes allow you to adapt on the fly the characteristics of the super SUV depending on the conditions and the driver's preference.
The interior is a masterpiece of expression of Italian elegance and uncompromising luxury. with space and practicality also included. The leather speaks of hand-stitched craftsmanship, while the apparatus is uncompromising high-tech.
The seating configuration offers a choice of four or five-seat configurations, the former offering individually sculpted rear seats that are just as flexible and comfortable as the sculpted front buckets. The space for luggage varies between 475 and 616 liters, depending on the rear seating arrangement.
It's this width of capacity that is likely to be at the heart of the call of duty. # 39; Urus. While a Huracán or an Aventador will always be an indulgence, to be used on weekends or special occasions only, the Urus is an everyday Lamborghini – which makes the price R3.495- milllion much more acceptable for those who can afford it.
Despite its size, the Urus slips like a glove when one slips behind the wheel. Knowing how he can keep this illusion moving remains to be seen. True, the sound of the V8 corresponds to the dramatic exterior.
And the name? Here is how Domenicali explains it:
" At Lamborghini, we have a long tradition of naming our cars after famous fighting bulls.And in astronomy, the constellation of the bull is Taurus.The name & ## 39; Urus & # 39; is a simplified derivative of Taurus. "
Perhaps he also suggests that the latest Lamborghini model can be expected for a stellar future. Only time will tell – but one thing is certain: Urus does not just create a new niche, but other brands will soon follow its tire tracks. DM
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