Because driving is supposed to be fun.
Although it won't go on sale until sometime in 2018, details regarding the production-spec Lambo Urus are, slowly but surely, continuing to come to light. We've recently learned that Lamborghini's second SUV will very likely be powered by a twin-turbo 4.0-liter V8. It'll have some off-road capabilities, but Lamborghini is clearly engineering this thing for maximum on-road performance. And speaking of which, one of the latest features coming to road cars is autonomous technology.
Is there any chance Lamborghini will apply this tech to the Urus? Nope. According to Leftane News, Lamborghini CEO Stephan Winkelmann stated that his customers consistently want a "willingness to drive the car" as opposed to the car handling things. Bottom line: Lamborghini is fully aware that Urus buyers don't want to be driven; they want to drive. What'll be interesting is to see how that twin-turbo V8 performs because, as we all know, Lamborghini has only ever had naturally aspirated engines, a V10 and V12. Still though, the Italian automaker is planning to build 3,000 units of the Urus per year. If that happens, Lamborghini annual sales will likely double.