What's the delay?
The Lamborghini Urus has been and continues to be a phenomenal success for the Italian company. Launched for the 2018 model year, it is now Lambo's best-seller and will continue to own that role for the foreseeable future. But what about the supposed high-performance variant? Will it ever come to fruition? Yes, but not this year or next.
German language Automobilwoche reports Lamborghini is currently reorganizing itself following the return of Stephan Winkelmann as CEO, a position he held previously held from 2005 until early 2016. He now has the dual role of CEO for both Lamborghini and Bugatti. Lamborghini's previous CEO, Stefano Domenicali, was more of a marketing guy whereas Winkelmann is truly a car guy. The Urus program was launched under his leadership years ago.
Now that he's back in the saddle at Sant'Agata, one of his main priorities is to get the Urus plug-in hybrid to market. Pending no additional delays, it should arrive next year.
After that, two Urus-related things will happen. First, the so-called Urus RS Sport and the Urus facelift. The latter should happen for 2024 - a very long six years after it launched. So the question is whether Lamborghini will launch the high-performance version pre- or post-facelift. At this point, delaying it to after 2024 might make more sense because the 700-or-so horsepower SUV would obviously benefit from the improvements.
And then there's the matter of the second-generation Urus. It is definitely happening, but it won't arrive before 2028. Like Lamborghini's V12 models, that means today's Urus will have a decade-long lifespan. Certainly by the end of the decade there will be greater competition in this high-performance exotic SUV segment, such as the Ferrari Purosangue, the next Rolls-Royce Cullinan, and an all-electric Aston Martin high rider (the Bentley Bentayga shares a platform with the Urus).
The pressure is on for Lamborghini not only to get the next Urus ready on time but also ensure the existing one lives up to its full potential.