The Lamborghini Urus continues to play a central role in the Italian automaker’s business, remaining the company’s best-selling model for the eighth consecutive year. According to Lamborghini product line director Stefano Cossalter, the luxury SUV has broadened the brand’s customer base while reinforcing its performance-focused identity.
From Controversial Launch to Sales Success
When Lamborghini introduced the production-ready Urus in 2017, some enthusiasts questioned whether an SUV belonged in the lineup of a company known for high-performance sports cars. Ferrari faced similar criticism after unveiling the Purosangue five years later.
Despite the initial reaction, the Urus has become Lamborghini’s top-selling vehicle for eight consecutive years, providing a significant contribution to the company’s financial performance.
The article also notes that Ferrari’s Purosangue has become the brand’s best-selling model so far this year, although production limits have resulted in customer wait times of more than two years.
Lamborghini Executive Highlights the Urus Strategy
Stefano Cossalter, Lamborghini’s product line director for the Urus, discussed the SUV during the Goodwood Festival of Speed. His responsibilities previously included the Lanzador EV program before it ended in February.
Cossalter, who spent nearly 14 years at Lamborghini before moving to Audi Sport and Audi AG and returning to Lamborghini in 2021, said competition remains an important part of the company’s philosophy.
“We like competition. We like the challenge of the other brands because competition is good,” Cossalter said.
Expanding Lamborghini’s Customer Base
According to Cossalter, Lamborghini has sold at least 35,000 Urus models since its launch.
He said the SUV is attracting younger buyers to the brand, even though he generally views SUVs as vehicles typically associated with family-oriented buyers in their 50s, 60s, or 70s.
The Urus lineup expanded in 2024 with the introduction of the Urus SE, Lamborghini’s first plug-in hybrid “Super SUV.” The Italian State Police have also been using a Urus Performante for several years, and the newly introduced Urus SE Performante completed the Goodwood hill climb during the festival.
Competition in the Luxury SUV Segment
Cossalter identified the Ferrari Purosangue and Aston Martin DBX as key competitors in the high-performance luxury SUV market.
The article also points to the Porsche Cayenne Turbo E-Hybrid as a potential rival, noting that it shares Volkswagen Group’s MLB Evo platform with the Urus but carries a significantly lower price than the Urus, which starts at $242,000. Buyers at that price level could also consider the Bentley Bentayga, which is also based on the MLB Evo platform.
Performance and Personalization Remain Key Selling Points
Cossalter said the Urus has proven especially popular with younger company founders and CEOs on both the East and West Coasts of the United States.
He also highlighted Lamborghini’s personalization program, which allows customers to configure the Urus in 140 exterior colors. Interior customization is also available, although certain options are limited by homologation requirements.
According to Cossalter, performance remains the defining characteristic of every Lamborghini model. “The DNA of Lamborghini has to be in an SUV as well.”
Luxury SUV Continues to Shape Lamborghini’s Business
The Lamborghini Urus has evolved from a controversial addition to the brand’s lineup into its strongest-selling model, with more than 35,000 units sold since launch. Alongside new hybrid variants and expanded customization options, the SUV continues to serve as a key product for Lamborghini while maintaining the performance character the company says defines every vehicle it builds.
