The Lamborghini Urus is the car the brand is targeting at women and families. The new CEO of Lamborghini, Stefano Domenicali, is aiming to change the tone of the “raging” car to appeal to women’s tastes.
“A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle,” he said. That “gentle bull” is the Lamborghini Urus.
“The SUV will be a game changer,” Domenicali said. “It will make Lamborghini different.”
The engine will likely be a 600-horsepower, turbocharged V8 engine, rather than Lamborghini’s signature V12.
The Urus has a target audience of young people between ages 30-45.
Domenicali hopes more women will warm up to the Urus. This, of course, is a challenge seeing as women made up only 5 percent of Lamborghini buyers in 2015. And this has roughly been the same percentage for the past decade.
Although most of these cars were targeted at women, it would seem that none quite caught the attention of female luxury buyers.
Statistics has shown that women, single women especially, are responsible for the boost in sales of SUVs, so it would seem Lamborghini did their homework for the Urus.
“Lamborghini is going in the right direction here,” Milton Pedraza, CEO of the Luxury Institute said.
“Anybody can be convinced, as long as there is substance to the argument. If Lamborghini puts out a product that is female-friendly, women will definitely flock to it and will change their minds.”
The Lamborghini Urus SUV is set to be out by 2018, and will likely be a limited production.