Lamborghini CEO Stefano Domenicali says that even though the new Urus SUV is expected to see the Italian automaker’s global sales quickly double, “exclusivity” will remain a “very important fundamental factor” to the brand.

Speaking to at the official opening of the new Lamborghini Cape Town showroom (and the local unveiling of the Urus), Domenicali said the plan was for “stable” growth.

“We want to make sure that the growth is stable in terms of exclusivity. Of course, with Urus it’s a new niche which has not existed before; no one knows how big it could be ... and it’s up to us to monitor it," Domenicali told us.

“But we will always stay a super sport car ; you know, for us the future will be the future Aventador, the future Huracán, the future team project … because that’s where the brand was born and this is where we want to stay connected,” he added.

Domenicali went on to say that some 70 percent of global orders so far placed for the new Urus have come from buyers who are new to the Italian marque.

Interestingly, the 53-year-old added that the typical Urus buyer was “a little bit older” than those purchasing the Aventador and Huracán, describing the new SUV as “a daily useable car” that “you can use with your friends or your family”.
Lamborghini Urus and LM002