Reveal

The Lamborghini Urus Will Be Revealed To The World In...China

It looks like Lamborghini is planning to skip Geneva in favor of showing off its new SUV in Shanghai.

Just a few days ago word broke that production on the Lamborghini Urus would begin in April. An official debut date wasn’t revealed. The upcoming Geneva Motor Show seemed like a safe bet, which is why it’s a bit surprising to see GTSpirit report that the new SUV will make its world debut at the Shanghai Auto Show. The site doesn’t list its sources, saying only that they have it “on good authority” that a China debut is in the cars. Before that the Urus will be shown to customers in private events in Sant’Agata Bolognese, Lamborghini’s hometown.

While Geneva still sounds like a smarter move to us, GTSpirit points out that the Urus concept made its debut at the 2012 Beijing Auto Show. A return to China after five long years would be fitting. The timeline also matches up. Shanghai is at the end of April. Production begins in April. China’s auto shows aren’t backwaters per se, but they lack the prestige of Europe’s big shows and can’t compete with the reveals made at American auto shows. If the Urus does indeed debut at Shanghai it will bring the show a ton of attention and be its second major reveal (that we know of) after the all-new Volvo XC40. The XC40 is based off a Chinese CUV so its debut in Shanghai makes more sense.

Another factor to consider is the Chinese auto market. It’s hungry for luxury cars, supercars and SUVs. Lamborghini is setting its goal, and cap, at 3,500 Urus sales per year. We wonder how many of those will come from China alone.

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