You’re bound to hear the name Lamborghini thrown into any conversation about high-end luxury automobiles, and their reputation is one widely recognized enough to bring some weight to the subject. From the uniqueness of design, to the quality of the final product, to the brand presence brought along for the drive, you pay for more than four wheels and a chassi in the Lamborghini line-up. One of the most recent models, the Lamborghini Urus, has been a positive addition to an already impressive collection of vehicles well received by a large portion of societies all over the globe. What makes it stand out from other vehicles in its class, and how does it proudly and accurately represent the title Lamborghini holds in the luxury car world?
History of Persistence
Ferruccio Lamborghini is the man behind these distinctive and innovative vehicles. Inspired by the strength and beauty of fighting bulls, the emblem he created brings an aura of power to the bodies that bear it even as the design evolved with a modern yet timeless presence in their design. Founded in 1963 with the goal of releasing a refined grand touring car, the firm stood neck and neck in competition with other up and coming brands at the time such as Ferrari.
Things took off right out the gate with several models that took the car world by storm like their first production car, the 350 GT, and the fastest production car at the time, the Miura. Both sleek in design and powerful to boot, exclusivity was the name of the game, and those who played were sure to be in for a great ride. Sales rose steadily until the financial crisis and oil crisis had other plans for the economy as the world knew it, and the company went bankrupt in 1978 and underwent many purchasing and selling transitions before ending up in the hands of the current owner, Volkswagen under the Audi division.
During the passing of the torches many models were released and discontinued as manufacturing, production, and design shuffled through many hands. After settling into a more stable business environment, however, things turned around for the brand and Lamborghini began the upward climb towards greatness again with consistency as the driving force. More modern models became status symbols in celebrity eyes while maintaining a fast and furious reputation in the racing world, and today the lineup consists of the Aventador (2011-present), Huracán (2014-present), and Urus (2018-present). All sporting quite a different look than their predecessors, but stylish and iconic in their own way. And still very popular!
The most recent in the lineup, the Urus, is particularly unique in its fresh take on the SUV style, one that differs from the traditional low and sleek looking sports car models in Lamborghini’s past. This new look brings more practicality and accessibility to the market, making it more appealing to a wider range of drivers. The concept was unveiled in 2012 at the Beijing Auto Show while the final and official version was announced years later in December of 2017, just in time for the start of 2018 production.
The name follows a trend in the brand’s history of naming models with bull-themed names such as the Miura and Islero. Urus is another name for an ancient species of large wild cattle, since extinct, that are thought to be the ancestors of modern bulls, the auroch, and the vehicle really lives up to the name with its bigger and badder bodice.
The awe striking exterior isn’t the only great thing about this powerhouse, though; it’s what’s under the hood that really packs the punch! Sharing the same 5.2 L V10 engine as the Lambo Gallardo (2003-2013), all wheel drive, and the lowest carbon emissions out of other comparable makes and models in the same class, it brings both engine revving envy and eco conscious praise to the table, appealing to a plethora of car enthusiasts and general consumers alike. Lighter than most other stablemates due to a carbon fibre reinforced polymer used throughout the body, the miles per gallon average 14 city and highway combined, making for a great daily commuter without sacrificing much in power output.
With impressive acceleration from 0–100 km/h (62 mph) in 3.6 seconds and 0–200 km/h (124 mph) in 12.8 seconds, the Urus tops out at 305 km/h (190 mph), making it one of the fastest SUVs in production in the world today. Another ground-breaking feature of this model is its carbon ceramic disk brakes which are the largest in the world, setting new expectations for innovation and technology. Other aspects include an eight-speed dual-clutch automatic transmission, four wheel steering, and an air suspension system to aid in ground clearance for off-road use.
Even more amenities can be found on the inside where the all who ride and drive can enjoy heated leather seats complete with position memory to tailor fit to your body, four-zone climate control and a variety of back seat arrangements to best suit the needs of the load. Special driving modes that are standard with all modern Lamborghinis are included as well that are more attuned to different driving conditions.
The suspension adjusts and adapts to better handle environments such as sand, snow, dirt, track, and regular street. The modes are named Sabbia, Neve, Terra, Corsa, and Strada respectively. This personalized, thoughtful, and innovative feature is just another luxury that comes with the name, setting the bar for innovation and a safety-conscious, comfort-centered experience for their customer base.
So what does the future look like for Lamborghini and their production line? Well, 2019 was a record year for production and sales for the company, and despite the uncertainty many businesses are facing in 2020 I don’t think we’ll see the end of this impactful brand any time soon. They’ve stood the test of time thus far, and as long as their lineup continues to be as good looking and maintains as high a quality as it is currently, the only way I see them going is up.
As the times change, they evolve, bringing new style and technology to the world of luxury vehicles, and setting new expectations for a new era of cars for a new era of needs. This legendary brand keeps bringing some awesome additions to the road, as well as some stiff competition for other brands in the same market. Time will tell how well they handle the ups and downs, hopefully with the sureness of their smooth riding automobiles.