Lamborghini executives Stephan Winkelmann and Rouven Mohr give some backstory on the Urus and its latest variant.
—Lambo’s original brute ute of 1980s and ’90s fame—had three locking differentials, but no one was aiming those 33-inch Pirelli Scorpion tires at anything other than asphalt. Despite a quarter-century interregnum between the LM002 and Lambo’s next, the 2018 Urus, the engineering brief remained the same: a singular focus on fast driving, regardless of the surface. Ferrari Bucks the Luxury Car Downturn With $1.8 Million in Q4 Sales’s best-selling model in ages.
Stephan Winkelmann, global CEO of Automobili Lamborghini S.p.A., at the debut of the Urus Performante during Monterey Car Week in 2022.The engineering focus was also a key factor to its ultimate appeal. Engineers prioritized imbuing emotions, not traditional off-road capabilities. “Off-road capabilities were the goal of the LM002,” says Mohr. “But with the Urus, the focus isn’t real off-road; it’s not a Jeep or a Range Rover, where climbing is required.
To that end, the Urus SE has a reworked drivetrain that ditches the mechanical Torsen center differential from prior Urus iterations in favor of an electro-hydraulic hang-on system that can instantly shift torque laterally and between the axles. “The degree of freedom this affords is exceptional and, as a result, the car feels more agile and more precise,” says Mohr.
The gamble for Lamborghini is still paying rich dividends in a current automotive market marked by uncertainty. “It’s ongoing and positive that are people below 40, and the percentage of women is increasing,” says Winkelmann. “We’re a small brand that entered a big segment. Our sales numbers have exceeded our expectations.” Much as the original Urus certainly exceeded ours.
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