Speaking exclusively with CarAdvice at the 2017 Frankfurt motor show, director of research and development for Lamborghini, Maurizio Reggiani said that this 'one-off' model is likely to be sold out by the time it's revealed.
"Soon we will present to our most important customers a new version of what we call a one-off. For us a one-off is a small number of cars where we make scouting of a new design trend, like we did with the Centenario and not only that, we introduce some new technology," Reggiani said.
"It was also the case with the Centenario where we revealed rear-wheel steering that came into production [with the Aventador S]. We will announce it with our loyal customers that wait for this, we don't need to do more, we arrive at the motor show and the production is already sold out."
While Reggiani wouldn't be drawn on exact details, we do know the Urus will be revealed in early December. The one-off is likely to be announced to customers later this year and shown to the public alongside the Urus at the Geneva motor show in March 2018.
Like the Centenario, the one-off is expected to pave the way for future Lamborghini design, potentially showing an idea of what the Aventador replacement will look like, which is due to be released around 2020.
We know that the Urus will use hybrid drivetrain technology and the one-off could be a sample of how hybrid technology would interact with Lamborghini's naturally-aspirated V12 and V10 engines.
When quizzed about whether Lamborghini will do a Mercedes-AMG Project One-esque hypercar, Reggiani insisted that Lamborghini was first and won't be a follower.
"Lamborghini first of all was the one that invented this kind of car with the Reventon around 10 years ago, more or less. We are the ones that did this. For this reason we are not the followers with this," Reggiani said.