Photo Credit: Daily Maverick
The sport utility vehicle is enjoying a global renaissance.
No longer simply an over the top, gas guzzling behemoth, or the ride of choice for soccer moms, SUVs have emerged as one of the most exciting categories of the automotive market, and the Lamborghini Urus is the perfect example why.
The Urus joins an increasingly crowded pack of SUVs produced by companies previously better know for their sporty, luxurious, exotic and supercars.
Porsche, Aston Martin, Bentley, Audi, Rolls Royce, Maserati, BMW, Maybach and the list goes on. All the world’s top automakers have turned their attentions towards producing high end SUVs that match the utility urban professionals and families need with the performance automobile fanatics crave.
The Lambo Urus might just be the world’s fastest SUV and it’s exactly what you might imagine from a company known for producing some of the world’s most over the top cars.
A five-door, family friendly ride with good ground clearance, cargo capacity and off-road ability, built with the DNA of Italy’s most beastly cars, the Urus is nothing if not the perfect example of why SUVs have emerged as the most popular type of car in the world.
You might be wondering what Lamborghini has done to help its flagship SUV stand out against a crowded pack which includes the Audi Q7, Bentley Bentayga, Porsche Cayenne and Maybach GLS. You also might find yourself gasping to try to wrap your head around what justifies a price tag north of $200,000.
Keep reading to learn why the Lamborghini Urus is one of the coolest cars available today.
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Birth of a Legend
The Urus concept was initially unveiled back in 2012. While it was well received, the time was not quite right for a tiny though well loved Italian automaker to jump into such a radical new segment of the automotive industry.
The first production Urus was unveiled in December 2017. The car went into official production in 2018. It’s name is derived from the animal known as the urus which was an ancestor of modern domesticated cattle.
Envisioned as a daily driver and dare I say it, family car, the Urus was a big bet for Lamborghini but it’s one that seems to be paying off.
It’s important to keep in mind that Lamborghini only produces around 3,500-4,000 cars a year. A very, very small number when compared to companies like Toyota, General Motors and Volkswagen.
Lamborghini is hoping it will be able to double its production prowess over the next couple of years thanks to anticipated sales of the Urus. While it is way too soon to see if the sales reality will match the manufacturer’s expectations, it seems safe to say that the Urus was unveiled at just the right time.
The Italian automaker known for cars like the Diablo, Egoista, Senso Elemento, Aventador J, and Reventon is betting that that thanks to Urus sales it will be able pump more adrenaline into the research and development necessary to continue to produce the high end exotics the company is known for.
The Urus is hitting the market at the perfect time. Bentley, Rolls Royce and Maybach have all announced or released ultra high end luxury SUVs, even regional competitor Ferrari is thinking about going in this direction. The time is right for the Urus and Lambo is capitalizing on the moment.
What helps the Urus stand out however, is the fact that it is the world’s first true Super SUV. Pushed along by a 4.0-litre twin-turbo V8 producing 641 bhp and 627 lb ft of torque (from just 2,250rpm), with a redline of just 6,800rpm.
The Urus is a straight up beautiful beast that is likely to be the perfect compromise for many a household. A synergy of bombastic power and normal everyday utility, it’s truly a marvel to behold.
Weighing in at over 4,400 pounds, the Urus is not slim or delicate but dangerous like the apex predator it was always meant to be.
Behind the Wheel
The Lamborghini Urus is one of those cars that drives in such an unexpected way, you might just need to test drive one to really understand what it is truly capable of. This car can handle corners with the poise and grace that you might expect from something far more nimble and light like a Porsche 911.
Sitting tall and weighing quite a bit, this Lambo is as fun to drive as just about any other car in the company’s lineup – and that’s what is so surprising. It’s an unbelievably fast SUV that defies expectations when it comes to the way it is able to hide its true mass and destroy the laws of physics with ease.
Compared to the Huracan, the Urus’ four wheel steering offers the ability to complete hairpin turns much, much more easily. At higher speeds, this car’s back wheels turn with the fronts leading to solid stability which will give even less experienced drivers a sense of calm despite reaching neck snapping speeds and G-forces.
Speaking of speed, the Urus is able to complete a 0-60 test in about 3.6 seconds. It can reach 124 mph in about 12.2 seconds. Definitely a quick pace for a car as big and heavy as this. Another testament to the achievement Lambo made in engineering this one of a kind ride.
To increase safety, the Urus is supported by active roll stability control which adjusts the car’s suspension to compensate for excessive forces experienced during tight cornering situations. This innovation goes a long way towards totally negating the higher center of gravity this car has allowing it to handle much more like a long and low race car than a high and heavy SUV of yesteryear.
A huge factor in what makes this car such a pleasure to drive are the inclusion of the options of Pirelli P Zeros as standard, Corsas for ultra sticky cornering or Pirelli Scorpions for true-off road and wintery situations.
The Urus also comes with carbon ceramic brakes with 10 piston calipers are a standard feature. The largest ever produced for a production car, this car has the stopping power necessary to ensure as safe and smooth a ride as one can expect driving a 4,000+ pound beast at speeds in excess of 150 mph.
It’s important to note for the Lambo aficionados: the Urus does not have the same sound as its V10 and V12 brothers and sisters in the Lamborghini stable. It’s engine produces a thunderous rumble that does not match up against the absolute violent sounding fury that the Huracan for instance can produce.
When it comes to engine modes, the Urus offers three levels, each with increasing brutality: Strada, Sport and Corsa. There is also the ability to use the “Ego” lever to manually adjust the car’s tuning. Sport and Cora drop the car’s air suspension by 15mm, beef up steering, throttle, gearbox and open up the pipes.
There are 3 additional levels specifically designed for off-road situations: Terra, Sabbia and Neve (gravel, sand and snow). With any of these selected, the suspension increases in height to be 40mm higher than the Strada setting. While the jury is still out on whether the Urus can tackle the off-road environment with the tenacity of the best in the world, it seems well suited for a variety of driving conditions.
Interior Comforts
The Lamborghini Urus offers a radical departure from previous cars like the Aventador and Huracan which were famous for how uncomfortable and uncompromising they could be for even the most enthusiastic of passengers.
With a sloping roof line and enlarged rear wheel arch, it’s easy to imagine this as being a car lacking in interior space but this just isn’t the case. Even drivers and passengers standing in excess of 6 feet are able to ride in the front or backseat easily. The Urus has a cargo capacity of 8 cubic feet giving it room to stow a family dog or a good number of shopping bags.
Driving or sitting in the front seat of this car means sitting rather low when compared to many other SUVs. The seating position is closer to the center of the car than many other similar cars which place the front seats up on a much higher line of sight. Overall, the front row of the Urus is comfortable and fairly intuitively designed.
One of the standout design features of the interior of this car is its generous display system which seems to be inspired by the trend setting Audi A8. With three screens, this places the Urus well in front of competitors like the Bentayga or Q7 when it comes to inclusion of high end technology that forms a dramatic centerpiece in the center of the car.
The first screen, behind the steering wheel, offers a digital instrument panel as you might expect if you’ve seen other modern Lamborghinis. In the center is a screen dedicated to navigation, infotainment, telephone and internal car settings. The lowest screen controls climate, heated seats, and even offers a virtual writing pad.
On the inside of the Lambo Urus there is a lot of space, comfort and utility. It’s a welcome evolution of the company’s design aesthetic which has often placed a much higher premium on outright performance than any of the three previously mentioned conditions.
The company claims that this is its most fuel efficient car ever but it is likely to be lauded for this when compared to other hybrid rides on the road today. The Urus is able to push a combined 22.2 mpg in city or highway driving. With a 22.5 gallon tank, you might easily expect to be able to cover 400+ miles between fill ups which is a pretty extended range.
The Coolest SUV of All Time?
The Lamborghini Urus represents the evolution of the SUV.
It’s probably too soon to call the Urus the coolest SUV of all time but it’s definitely a radical departure from anything Lamborghini has ever made and offers a unique opportunity for those not scared away by its hefty price tag.
This is a car that exceeds comfort and performance metrics while remaining an amazingly fun and exhilarating car to drive. It’s very easy to imagine this car becoming a standard in the homes of those with upper level incomes and a hunger for the kind of white knuckle thrills you can only get from driving one of the world’s true supercars.
The Lamborghini Urus is not a car to be discounted. It offers an incredible array of well thought out details which will no doubt make among the prized possessions of a good 3,500-4,000 people around the world, assuming the company is able to sell it as well as it expects.
In 2018, Lamborghini earned over $1 billion. This was a first ever for a tiny but specialist automaker. If it’s bet on the Urus ends up paying off it will mean not just increased profits for Lambo but likely some very interesting additions to the company’s lineup in the coming years.
The Lamborghini Urus is scheduled to be in production for at least the next two years which means there are likely to be at least 7,000 of these expected to be around.
While it’s clear the Urus might not exactly look, feel, or handle like other Lamborghinis, that’s kind of the point. This is a new direction from a car company that has been producing cars for over 50 years.
As different as this car is from the rest of the company’s lineup, it has enough of that supercar DNA to create a car that is an absolute thrill to ride while remaining a practical choice that will work for many different types of drivers than the average exotic.
The Urus is an exciting new car and very much worth your time if you are interested in being the proud owner of the world’s first true luxury performance SUVs.
If you’ve got the interest, cash flow and motivation to drive one of the world’s coolest SUVs, do yourself a favor and check out the Lamborghini Urus.