New Super Sport SUV to ramp up production volume for Raging Bull

The Lamborghini Urus is a straight-up game changer. Not only is it the first-ever super sport utility vehicle, it also enters the market as the fastest SUV with an internal-combustion engine.

Under its arrow-head-edged bonnet lies a mighty 4.0-litre twin-turbo V8 (each of the turbos are also twin-scroll units) making 485kW of power and 850Nm of torque, sent to all four wheels via an eight-speed automatic transmission.

And, according to Andrea Ruggiero, Lamborghini's area manager for Oceania, the single-spec Urus is expected to double the company's global sales by 2019, with at least 70 per cent of customers new to the brand.

"We are doubling the physical surface of the company because we expect to almost double the volumes with customers upgrading from lower level SUVs, as well as those buyers coming across to the Lamborghini family from the likes of Porsche and Ferrari. At least, this is what the data says, so far," he said.

It's not just the performance that is wooing prospective customers, it's also the design that is captivating them, says Ruggiero.

"On December 4, 2017 in Sant'Agata Bolognese we had over 800 prospective customers at the world premiere of the Urus, and many of those people told us they loved the design, and that alone was enough to place an order".

"Today, globally, we are collecting orders for Q1 beginning Q2 for 2019, but that will change depending on the market. In Europe the cars will arrive in June and in Australia we are planning the first cars for customers will land in Q4," he added.

The Urus will be sold in all the major markets across the globe with the United States being the largest single territory, followed by Japan, but Australia is in there too, as one of the top ten global markets for the marque.

"If you look at the entire global market for super sports cars like the Aventador and Huracan, the number of those types of vehicles is around 36,000 worldwide with Australia selling around 1000 of those, so, yes, it's an important market for us," Ruggiero said.

"You also have great weather Down Under, as well, Lamborghini owners in Australia like to drive their cars, which is different to markets like India or even China that are larger but the opportunity to drive the cars in those places is more restrictive."

Australia is one of the world's strongest markets for SUVs on a per-capita basis, which is why Lamborghini expects the Urus to be well accepted here by both current customers and those new to the brand.

Not only does Lamborghini expect the Urus to attract more female buyers, but it also believes the age bracket will be widened.

"Lamborghini is known to have buyers with an average age of 35-45 years, though some markets like China have some very young customers, but we feel with Urus that age group will vary between 20- and even 80-year-old drivers, as this is a Lamborghini that will be driven every day," said Ruggiero.

"There's also the issue of a waiting list - and there will be a waiting list for Urus. It's largely based on the success of the order bank and how quickly we can ramp up the new factory and its capacity to double production over the next 24 months to 7500 units"

Ruggiero adds that most customers will spend an additional 15-20 per cent on optional extras above and beyond the Urus's $390,000 price tag (plus on-roads). If you order your Urus today in Australia, you'll wait at least a year for delivery, and that may stretch out even further as time goes on, we reckon.