The Urus isn’t just a new model for Lamborghini, it’s an entirely different direction for the brand.
Something that flies over the heads of industry outsiders is the amount of complexity the debut an all-new model causes for an automaker, especially when that model caters to an entirely different customer than the manufacturer is used to serving. That’s one of the many problems Lamborghini is facing as it readies to sell its first mainstream SUV to the public (the 328 unit-strong LM002 wasn’t exactly what you’d call mainstream). With the Urus poised to give Lamborghini a slew of new customers while doubling sales, it doesn't come without its headaches.
As one might expect, many of those problems are associated with scaling up. On the production side of things, Lamborghini is drawing on the experience of its parent company to help scale up its production facilities for the relatively high output Urus, but as Automotive News reports, dealerships are left to make major alterations all on their own. Not only does this include expanding dealerships to fit the extra product inside the showroom, but it means marketing to entirely new kind of customer. “Our salespeople have to talk to these customers in different parameters, because [the Urus us] not just about performance and the adrenalin effect,” says Lamborghini America chief Alessandro Farmeschi.
That’s because the typical Urus buyer is focused on daily drivability, comfort, and convenience just as much as they are on performance aesthetics and carbon fiber packages. Unlike Rolls-Royce, Bentley, and almost every other luxury manufacturer on the market, Lamborghini is not used to selling to this segment and dealerships are being forced to adapt. Salespeople will need to be retrained to talk to customers who aren’t just buying into the emotional experience and service centers will need to be retooled and staffed with more workers to cut down turnaround times since Urus owners are more likely to rely on their Lambos as their daily shuttles than your typical Aventador owner does.
Though this means dealerships will have to spend quite a bit of money to get up to speed, Foschini says the additional Urus sales will more than make it worth their while.