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Has Lamborghini Sold its Soul to El Diablo with the Urus SUV Concept?

posted by on 23 April 2012 in Automotive News

Possibly following the very successful lead of its corporate cousin Porsche, Italian supercar builder Lamborghini may well introduce a production version of the Urus SUV concept that it unveiled in Beijing today. The small sports car maker from Stuttgart might not be as alive and well as it is today if not for the introduction of the Cayenne SUV nearly a decade ago, despite cries of outrage and agony from brand loyalists.

The debut of the Urus raises the same ethical dilemma for fans of the brand best known for its outlandish and irreverent exotic coupes. But can an SUV really be a Lambo? The answer, at least according to the press release, seems to be, “Dose anyone recall the LM002?”

Clearly the Urus is a different beast than the V12-powered, fiberglass-bodied behemoth that was originally designed as a contender for the American military’s challenge to create an all-terrain troop transport (American General’s HMMWV, which we now know as the Hummer, won the contract). Based on the company hardware, it shares its hard points with the VW Touareg, Audi Q7 and yes, even the Porsche Cayenne.

Power comes from an unspecified engine making 600 horsepower, and permanent all-wheel drive is standard, naturally. The styling is intentionally more athletic than your average soccer-mobile, with a fast rear roofline that immediately calls to mind BMW’s X6. The concept makes extensive use of carbon fiber, including the interior where it is left exposed.

Will they build it? “The Urus is a very concrete idea for the future of Lamborghini – as a third model line and as the perfect complement to our super sports cars,” says Stephan Winkelmann, President and CEO of Automobili Lamborghini. As a sort of “everyday Lambo,” Winkelmann predicts the Urus could sell as many as 3000 units a year. Whether the market is bullish on the bear remains to be seen, but we feel obligated to remind you that the Cayenne is perennially Porsche’s best-seller. Che cazzo?

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