The automaker's going to try.
Lamborghini CEO Stephan Winkelmann has said a lot of different things about the automaker's entry into the SUV market. He recently sat down with Business Insider to set the record straight on the brand's upcoming ultra-premium SUV: the Urus. When the SUV arrives in 2018 it will bring about major changes for the supercar brand. "It's a major step for Lamborghini because we are almost doubling the size of our company," stated Winkelmann. Last year was the best year for the brand and a SUV would drastically increase sales.
Lamborghini is engineering the Urus to be unlike any other SUV on the road. "It will be the supercar among the SUVs," stated Winkelmann. "With the Urus, it's a car that can go fast, but it's not designed with a focus on the top speed or acceleration. It's a car designed to be comfortable and be a daily driver with a cruising attitude." This is a major deviation from the rest of Lamborghini's lineup, which is madness at its finest. Lastly, the CEO alluded to the fact that upcoming Lamborghinis won't utilize hybrid or electric technology until batteries improve. "The power-to-weight balance is one of the key elements for our cars," said Winkelmann. "It's not enough to go fast." A useable SUV with supercar performance sounds like something worth waiting for.