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RAGING BULL

RAGING BULL

Botchi Santos

Lamborghini celebrates 15,000th Urus produced despite difficult economic conditions

From a company that once compensated a lack of virility with hairy-chested machismo, Lamborghini is now a brand approaching its golden age. Record sales, high profitability, a very valuable brand equity with customers lining up for super rare and limited edition models such as the Sian, Veneno and Centenario, Lamborghini is as healthy as a raging bull running free in the Modenese plains. In fact, the brand is doing very well. They have even forayed into GT sportscar racing with their own one-make racing series plus various series all over the world, trading paint with racing luminaries such as corporate siblings Porsche and Audi, Aston Martin, BMW, McLaren, Mercedes-AMG and Nissan to name a few.      
Leading up to the outbreak of the COVID-19 pandemic and global lockdown in 2020, Lamborghini had a succession of banner years. In late 2017, the Lamborghini Urus Super SUV was introduced to a greatly excited market that finally welcomed a super exotic and high-performance SUV, beating other rivals to market. In 2019, in the Urus’ first full year of availability in all global markets Lamborghini was present in, the brand effectively doubled their sales to 8,205 units from the previous year, thanks to the Urus opening up doors to more conquest sales from clients previously alien to the brand. At last, a Lamborghini fit for the family on long trips through almost any imaginable road and water conditions.


In 2020, Italy was one of the hardest hit in Europe due to COVID thanks to an ageing population badly affected by the pandemic. Lamborghini’s factory was forced to shut down temporarily due to health and safety protocols. And when the facility re-opened, Lamborghini initially produced health and safety equipment such as PPE’s and face masks for medical front liners to help fight the pandemic. Production resumed a few months after, yet by year end, Lamborghini still ended up an equally amazing 7,430 units sold worldwide, a testament to the brand’s many faithful and loyal fans and customers who waited patiently for their vehicles to be delivered.  

   
For 2021, Lamborghini has yet more reason to celebrate. The Urus is now the brand’s fastest selling model, with over 15,000 units produced since its introduction in December of 2017. In only three years since its introduction, the Urus has the honor of achieving this production figure in the shortest period of time compared to other Lamborghini models in the brand’s entire history. The Urus has helped pave the way for Lamborghini to become a truly stable, profitable and relevant brand with a solid three model line-up that includes the flagship Aventador, the Huracan and of course the Urus. Looking for another reason to celebrate? Lamborghini Spa is proud to announce that as of the first half of 2021, 4,582 Lamborghinis have found new homes so far. It looks like 2021 will be another ground-breaking year for the raging bull from Sant ’Agata Bolognese.


The Urus with chassis number 15,000 has been destined for the UK Market, and wears Grigio Keres Matt exterior with Verde Scandal accents. The two-tone interior showcases the latest Nero Ade / Vedre Scandal colors giving the Urus a rich, stylish, sophisticated and edgy overall vibe.

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The Urus is powered by a 4.0 liter direct-injected twin-turbo V8 producing 650 hp and wall-climbing 850 Newton-Meters of torque, driving all four wheels via an 8-speed ZF8HP automatic. It can sprint to 100km/h from rest in 3.6 seconds, all the way to a top speed of 305km/h firmly putting it in proper supercar territory.
The brand also announced the Aventador LP780-4 Ultimae, the final rendition of the flagship V12 supercar, tuned to produce an atmospheric 769hp. The Aventador has enjoyed a healthy production run that lasted over a decade. It will also likely be the final naturally aspirated V12 engined supercar from the brand.    

 
As the industry prepares for a quantum leap to a future reliant on hybrid / electric and turbocharged propulsion, Lamborghini is making sure this glorious era in our motoring history will always be celebrated and never be forgotten.