The Lamborghini Urus SUV is celebrating four years since its international launch in 2017 at the Sant’Agata Bolognese headquarters. The third model model alongside the Aventador and Huracán has been accredited to have opened up a new segment of luxury cars, as peer the brand’s claims.
The Lamborghini Urus has also kicked off the greatest period of transformation for the brand, with it taking off during the last four years to become a major player in the SUV segment. Thanks to the Urus, sales, turnover and profitability reached unprecedented levels in the brand’s history. Turnover grew year on year, with 40 per cent growth from €1,009 million to €1,415 million (approximately R18,3 million to R25,6 million) in 2018, the year sales of the car began, reaching a peak of €1,81 billion (approximately R32,8 billion) in 2019 and €1,61 billion (approximately R29,2 billion in 2020. During this period of COVID, the company experienced record profitability.
The overall growth in global sales reached the record of 8 205 units delivered to clients (+43 per cent) in 2019. This is double the volumes achieved in the period before the arrival of the Urus. From 2018 to the end of 2021, a total of 16 000 Urus cars were delivered worldwide, a figure that established the Lamborghini Urus as the best-selling model over four years in the company’s history. The Urus is sold in five continents, with 85 per cent of clients being new to the marque.
In industrial terms, the Urus project has also led to the doubling of the Sant’Agata Bolognese production site, which grew from 80 000 to 160 000 m2, with the creation of a new facility and paintshop, as well as the new finishing department, new office building, test track, new logistics warehouse, a second trigeneration plant and an energy hub. To support this period of transformation, the company also made significant investments in human capital, hiring over 700 personnel in just over four years on permanent contracts.