Lamborghini is reportedly going to reveal the
all-new Urus on December 4 at the company’s Sant’ Agata HQ. The first cars are
also expected to be delivered to customers from mid-2018, according to Stefano
Domenicali who spoke at the Automotive News Europe Congress.
Lamborghini is currently experiencing a major
turning point in its history, as it races to double production capacity at its
factory in Sant'Agata Bolognese, ahead of the Urus launch.
The new Lamborghini Urus will be priced from
slightly below 200 thousand euros (US$ 223k) when it
launches and Domenicali expects to sell around 4,000 units annually. This represents a big leap from the 3,457
cars Lamborghini sold last year. The company’s goal is to sell more than 7,000
cars by 2019, which will bring Lamborghini’s volume to nearly the same level with
Ferrari, which sold 8,014 cars last year.
Lamborghini is currently expanding their factory to
twice its original size, from 80,000 square meters to 160,000 square meters,
adding a new assembly hall, paint shop and logistics center. The company will also
hire 600 new employees in the coming four years.
Domenicali also talked about the future range of
Lamborghini models, saying that he could see the company launching a four-seat
sports car “in the 2025 to 2030 horizon; we are already thinking about it.” He
also wants to see a modern interpretation of the Miura being made, “but not in
the next 5 years,” he added.
The biggest target for Lamborghini right now,
according to Domenicali, is to reshape its brand image. “We used to be very
polarizing. People loved us or hated us,” he said. “Now we are trying to be
more cool, younger, but as always, different.”
