Lamborghini believes its upcoming SUV will be a hit in Australia when it goes on sale in 2018.
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Speaking to CarAdvice at the unveiling of the Lamborghini Huracan LP580-2 in Brisbane today, the brand’s country manager for Oceania, Eginardo Bertoli, said he expects the new supersport SUV to be received well in Australia.

Lamborghini Urus Concept - 1

“We are very confident, or quite confident – if I can say this - that the SUV will be very well accepted in Australia” Bertoli told CarAdvice.

“I believe personally that Australia is an SUV market, because you have large roads or the asphalt is not even. But the positive thing about the SUV is that you can use it with four people, so with a family and a trunk you can load things. So it’s an everyday car.”

According to Bertoli, the Lamborghini SUV, currently referred to by its concept name, the Urus, will allow the Audi-owned supercar manufacturer to double its sales from the current 3000 to 6000 per year. This would make the SUV the best-selling model in the lineup, but without cannibalising the Huracan or Aventador.

“We don’t see competition between the sport car and the SUV. Some people will like the SUV and not like the sportscar, I don’t seen cannibalisation, this is for sure," he said.

lamborghini Urus02

Bertoli says the SUV will attract new buyers to the Italian brand that may not have considered a Lamborghini in the past, also noting that the Urus will launch an all-new segment with ‘super-sport’ SUVs, which will likely spawn other high-end competitors.

“Lamborghini is a very focused brand. We are visional (sic), cutting edge, and the design is pure. We want to keep this focus and keep these three main pillars, also, with the SUV.

"The SUV will be a revolutionary car because….we will set the new segment with a super sport SUV and to be the first to set this segment we will get the benefit of being the first.”

The Lamborghini Urus will be presented in 2017 with first deliveries expected in 2018. Its official name is still to be decided, though it appears likely that it may adopt its concept name.

Despite doubling its sales in the next two to three years, Bertoli says that Lamborghini will always build less cars than it has demand for, in order to keep its exclusivity.