Lamborghini is planning to commence building the Urus SUV in three years. Lamborghini chief executive Stephan Winkelmann told Bloomberg in an interview at the Detroit auto show that they expect to introduce the Urus in 2017. "The luxury SUV market is poised to continue to grow," he said. Lamborghini discontinued the LM002 SUV (Rambo Lambo) in 1993 following a failed effort to build military vehicles.
Lamborghini unveiled a prototype of the Urus in 2012, with Winkelmann predicting the model could generate 3,000 deliveries annually. Lamborghini plans to commence deliveries of the new Huracan sports car that replaces the Gallardo as the entry into its lineup, in the second half of 2014.
Winkelmann remarked that the supercar market conditions in 2014 would involve "light and shadow," with North American demand gaining and European sales stabling or showing a "slight decline."
Lamborghini, Bentley and Porsche are Volkswagen Group's high-end brands that are introducing new SUVs as they try to penetrate further the US market. In 2012, Bentley received VW's green light for a crossover that be launched in 2016. Fiat’s Maserati unit is also planning to introduce an SUV as part of a strategy to boost sales to 50,000 vehicles in 2015.
Maserati CEO Harald Wester told Bloomberg in an interview that the SUV model will be built in Italy starting 2015. Rolls-Royce is likewise nearing a decision on whether to enter the SUV segment, CEO Torsten Mueller-Oetvoes recently said. Mueller-Oetvoes said Rolls-Royce was "playing with some drawings'' and looking deeper into the whole issue.