Lamborghini Urus Production Still in Question
Economy, Global Unrest Fuel Fears Over the SUV’s Future
According to a report published in Autocar, growing fears over the world economy have Audi a little nervous about the upcoming Lamborghini Urus SUV.
The Raging Bull was set to re-enter the SUV market in 2017 with the high-performance Urus, but with global economic downturn looming and growing unrest in the Middle East (a surprisingly hot market for Lamborghini), parent company Audi may reconsider the SUV’s production. Speaking to Autocar, Lamborghini President Stephan Winkelmann said the Urus is waiting on an official green light from Audi, in spite of earlier anonymous reports from high-ranking Lambo officials that the Urus was all but guaranteed.
Frankly, the rumor that the Urus project may be cancelled surprises us a little bit. It will be built on the same modular platform as the next-generation Audi Q7, Volkswagen Touareg, Porsche Cayenne, and all-new Bentley SUV, so it’s not as though Volkswagen AG would need to invest a significant amount of money into developing the Lamborghini. Additionally, the Urus will likely be the most expensive SUV in that aforementioned group on basis of its exaggerated Lamborghini styling and what will probably be amazing performance, so we bet that its profit margins will be pretty high.
Furthermore, developing auto markets like China and the Middle East have shown great interest in upmarket brands, and the rumored economic downturn hasn’t had a significant effect on the sales of premium vehicles in those regions. In fact, China is on track to become Porsche’s biggest market within the next several months (due in large part to the Cayenne SUV), so it will likely be a very welcoming place for a fancy Lamborghini crossover, which Winkelmann has said would be a "game changer."
As with most rumors, it’s probably best to take this one with a grain of salt. The world really doesn’t need another high-performance SUV, but the Urus is pretty cool, so we still hope it has a future.