By far the most eye-opening revelation from the interview, however, is how much customers are willing to spend on the SUV. Prices for the Urus start at $200,000, but the average selling price of the SUV is $240,000 with options included. That translates to a healthy profit for Lamborghini. The performance SUV has even been a strong seller in Russia, India and other markets with bad roads that were unsuitable for supercars like the Aventador and Huracan. Domenicali did, however, acknowledge that adding a mass market SUV to Lamborghini’s line-up will polarize traditional enthusiasts. "This is a polarizing car, you either love it or you don't," he said.