Lamborghini is breaking tradition with a new sports utility vehicle as it joins Maserati and Bentley in efforts to super-size their supercars in order to boost their images in China. The Italian manufacturer of sports vehicle will reveal an SUV study at the Beijing automobile show in April, which is almost 10 years after it phased out the Rambo Lambo military vehicle, an insider has revealed.
The person, who requested anonymity, further stated that a production variant may be available by 2016. Lamborghini's general manager Christian Mastro for the Asia-Pacific region commented that the customers in China "love their big cars." He further stated that all the brands are making their automobiles “more specific” for the market in the country.
At the Geneva car show next month, Bentley will showcase its own SUV concept, according to a person who is familiar with the situation. If parent company Volkswagen Group approves the project this year, the model may arrive in showrooms by 2015. Lamborghini and Bentley, both owned by VW Group, are racing with each other. Meanwhile, the Maserati of Fiat is set to produce a Jeep-based SUV in 2013. The vehicle is currently dubbed the Kubang. Last year, Ferrari introduced its largest model -- the 260,000-euro ($344,000) FF family car.
The actions mirror a movement in the East, breaking traditions that were created in Europe in the race of a new class of wealthy customers in countries such as Russia and China. The automobiles will be available all over the world, with China as the target market.
Giuliano Noci, vice rector for the China campus of Milan Polytechnic, related that luxury vehicles are "at the top of the consumption desires" among wealthy Chinese. He added that since these rich Chinese individuals have a limited history with regard to the brands in Europe, the manufacturers of luxury vehicles can be daring in making “something new."