Performance SUV drives new customers to Lamborghini

More than 60 per cent of Lamborghini’s new SUV customers will be new to the brand, says the company’s commercial director Federico Foschini.

Urus, the Italian brand’s first SUV, will go on sale later this year as Lamborghini ramps up production at its plant to cope with what will be double its current output by the end of next year.

“They’re coming from other SUV, luxury sedan or 2+2s and they have different expectations, but at the end of the day this is the first Lamborghini in many years that gives you the possibility to drive many people. It’s not something to be underestimated.”

She said: “Urus is very consistent with the Lamborghini DNA because it’s super luxurious with the soul of the Aventador and the Huracan together, but the body of an SUV.

“It’s exciting that its opening doors to other customers, women definitely. We’re acquiring customers that aren’t just the female target, but those who are more inclined to drive SUVs.”

The UK is now Lamborghini’s third most important market and Foschini adds that dealers here have recognised the growth of Lamborghini and capitalising on the demand for its cars.

He said: “The good thing that Lamborghini did in the last five to six years, apart from the product, was the balance between demand and supply. We were always careful not to inflate the market but to create the right demand. There’s no denying this gives the cars more value but people also see Lamborghini as a consistent brand.”

He said: “With the Urus, we expect a long waiting list, but we know that we cannot expect people to wait a year, maybe two, as they would with something like the Performante.

“We’re already working on improving this with the expanded facility, but also with improved dealership experience where customers can follow the progress of their Urus.”