On December 4, the long-awaited, much-hyped new Lamborghini Urus SUV was unveiled. Lamborghini is calling it the first “SSUV,” which means super sport utility vehicle, a segment they made up. It was unveiled at the “Since We Made It Possible” event, complete with a request to use the hashtag #sincewemadeitpossible — and I’m not so sure about it.
A lot of people don’t like the look, and I’m one of them. The exterior has nice, sharp lines, and it certainly has the look of a performance SUV — but to me, it isn’t special enough to live up to its Lamborghini name. Drive any of Lamborghini’s supercars on just about any street in America and it will turn every head it passes. Lamborghini designs are some of the most in-your-face in the business, and few cars demand attention at any speed quite like a Lambo. But with the Urus, the untrained eye will see it as just another luxury SUV.
That said, there’s no question the Urus will be a riot to drive. It’s powered by a twin-turbo 4.0-liter V8 engine making 641 horsepower and 672 lb-ft of torque, mated to an 8-speed automatic transmission along with standard 4-wheel drive with active torque vectoring. But unless a sleeper is what you’re after (which probably isn’t the case if you’re in the market for a Lamborghini), what good is all of that performance without the aesthetic to back it up?
While we’re on the topic of performance, it’s worth noting that the Urus will not be the most powerful SUV on the market. Not even close, actually. A Jeep Grand Cherokee Trackhawk with its supercharged 6.2-liter SRT Hellcat V8 engine makes 707 horsepower and 645 lb-ft of torque. Granted, the Trackhawk has less torque than the Urus, an interior that’s nowhere near the level of luxury in the Lambo and there’s little doubt that the Urus will be a more proficient track weapon — but when it comes right down to it, who (other than Doug) really cares about track performance in their SUV? Then there’s the price difference between the Trackhawk and the Urus. With a base price of $86,995, you’re paying only $123 per horsepower in the Jeep, versus $312 per pony with the Urus — assuming its starting price is an even $200,000.
It’s also hard to talk about the Lamborghini Urus without talking about the LM002. The Lamborghini LM002 was an SUV produced from 1986 through 1993, and to this day it was one of the wildest SUVs ever built. Not only did it share a V12 engine with the Countach, but it looked absolutely insane. It had a luxurious interior worthy of its Lamborghini badge, and a look that earned it a spot in the showroom with a Countach — which is saying a lot. It was affectionately nicknamed the “Rambo Lambo” because it looks like a 1980s action movie on wheels — and because Sylvester Stallone himself owned one. The LM002 had ridiculous performance on-road and off, which was properly accompanied by an equally ridiculous look. It was a perfect Lamborghini SUV.
I’m not saying the Urus has to be just like the old LM002; I would’ve been surprised if it was. But wouldn’t it be refreshing if Lambo took more of a military-style approach, unlike what anyone else in the business is doing? Sure, the aforementioned Jeep brand still makes military-esque vehicles — but I don’t think there’s much overlap of people in the market for both a Wrangler and a Lamborghini. Even Land Rover is moving away from the traditional rugged, boxy look in favor of a smoother, more modern aesthetic. A more aggressive, in-your-face design could have differentiated the Urus from other high-end performance SUVs, which are becoming a dime a dozen.
So the Urus has the performance where it counts and an absolutely gorgeous interior — and it will almost definitely be the brand’s best-selling model. But that exterior kind of ruins the whole thing for me. If I’m going to spend 200 grand on an SUV with a raging bull on it, it had better grab just as much attention as a Huracan. Find a Lamborghini Urus for sale
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