The world has gone Super-SUV crazy; yesterday we reported that the British boutique car builder Eterniti are bringing their Artemis Super-SUV to market at around £210,000. Bentley has already shown us their opulent Bentley EXP 9 F with a possible price tag of £140,000.
Maybe Range Rover has it all their way for too long, although off-road I doubt many of these Super-SUV will go – well perhaps they may venture across the odd desert. The problem with the Range Rover is depreciation which means for £10k or less you can pick-up a very respectable Range Rover to which most people it would look like a new one, which would cost around £80,000. So Range Rover’s customer base spans Lords and Ladies through to enthusiastic owners.
The problem is that the wealthy class do not want to feel like enthusiastic owners, so they need something out of reach. In the mid 1980’s Lamborghini used to cater for them with the crazy LM002. Built on the back of a military project the LM002 was powered by the same V12 engine (other options were available) that was used in the iconic Countach; it was met with mixed reaction, selling mainly to rich Middle Eastern clients. Sales started in 1986 and lasted until around 1993 with a little over 300 units being sold.
So here were are nearly twenty years later and Lamborghini have decided to test the Super-SUV market again with Lamborghini Urus, which was shown at this week’s Beijing motor show.
This time the Lamborghini Urus is a more refined offering rather than utilitarian – although still retaining the exclusivity demanded at this end of the market.
The 4-seater 600 hp Lamborghini Urus is a concept car, so currently there are not any official plans to put the Super-SUV into production but we expect it to be priced around £150,000.
Lamborghini boss Stephan Winkelmann said: "SUVs make up one of the most successful market segments worldwide, and the Urus is the most extreme interpretation of the SUV idea: it is the Lamborghini of the SUVs."Published 24 April 2012