The rich love it. The poor hate him. However, the Urus stands out as the financial backbone of Lamborghini. The SUV has full order books!
Often criticized by purists, the Urus proves to be the cornerstone of Lamborghini’s strategy. Its commercial success allows the brand to ensure its independence in the development of future sports cars. The brand’s record sales in 2023 and early 2024 confirm this upward trajectory.
The Urus, Lamborghini’s indispensable asset
Lamborghini and the Urus: this is an improbable marriage which nevertheless marked a turning point in the history of the Italian brand. Criticized by enthusiastsaccused of abandoning its roots, the Taurus brand dared to bet on the SUV, and this choice turned out to be a resounding success. Since its release in 2017, theUrus has established itself as an indisputable bestseller. If some criticize its technical link with more common range models such as the Audi Q8 or the Volkswagen Touareg, Lamborghini fully assumes its choices: the Urus is there to ensure financial balance, while allowing the Sant’ brand Agata Bolognese to dream big for her supercars.
From now on, the success of the Urus no longer needs to be proven. The SUV boasts impressive order figures, with a backlog full until 2025. Order a Urus today? You will see it in your garage… in 2026. For such an atypical model in the Lamborghini universe, this patience of buyers says a lot about the enthusiasm it arouses. The brand even specifies that the transition to a plug-in hybrid engine has had no negative impact on sales; on the contrary, it seems that customers are asking for more. Clearly, the Urus remains the pillar of profitability for Lamborghini, which posts record results from year to year.
As for the future, the brand does not intend to let up the pressure. The next Urus, expected in 2029, will go electric, yes! This choice is a response to environmental constraints and market developments, but also an affirmation of Lamborghini’s desire to remain at the forefront.
A new lease of life for supercars
Lamborghini’s ambition goes beyond the success of the Urus. With the Scrambledits hybrid V12 flagship, the Italian brand proves that it is possible to innovate while remaining faithful to its sound and visual signature. This electrified supercar has won over since its release, with delivery times of more than two years. Currently, if you order a Revuelto, you will have to wait until 2026, or even 2027, before you can feel the power of the V12 hybrid. Here again, Lamborghini defies expectations, demonstrating that even with major technological changes, the demand for these models remains constant. As for the Temerario, it is a direct response to criticism: no more partnerships, but a purely Lamborghini creation. Lamborghini thus demonstrates that it now has the means to free itself from its partnerships to shape its “entry-level” models.
The success of the Urus is undoubtedly not for nothing: this model allowed Lamborghini to generate sufficient income to finance its wildest projects, while responding to customer demand for high-performance and affordable hybrid models. inimitable design. And the numbers don’t lie: Lamborghini experiences exceptional growth. With 10,112 cars sold in 2023, the Sant’Agata Bolognese brand has broken all its previous records. But this success does not stop there. In 2024, Lamborghini recorded an 8.6% increase in sales in the first nine months of the year compared to the same period of the previous year, with 8,411 vehicles sold.
Demand for its models continues to grow, and Lamborghini seems capable of meeting its customers. Purists may denounce the Urus as being “not in conformity with the Lamborghini spirit”, the reality of the market and the ambitions of the brand demonstrate that it is much more than a simple financial choice. Lamborghini hasn’t just added a model to its lineup; it created a real revolution in the world of supercars, combining accessibility and performance.
Source: www.autoplus.fr
