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to use the term ‘high-net-worth individuals’
(HNWI). While the increase of HNWIs in
Asia–Pacific has slowed in recent years, there are
still a not insubstantial 5.5 million in the region.
Lamborghini is set on capitalising on the
opportunity to cater to this fast-growing
demographic, usually defined as people with
at least US$1 million in liquid financial assets.
It recently announced it had a view to double
its overall car output by the end of 2018.
As for the Urus, Lamborghini has vowed not
to cap the number of units it makes unlike for
its other models. It has a target of 1,000 in the
first year of production, starting from February
this year. By the end of 2019, it hopes to have
produced 3,500 Urus models as well as further
broadened its overall dealer network from 130
to more than 160.
The luxury supercar manufacturer is ready
to take on this challenge of reaching new
customers who will have an appreciation for
the brand, says Domenicali. “The level of
attention we’ll have to pay towards the Urus
will be different to our other models. But it is
an incredible opportunity to make sure that we
stabilise our growth in the future. In any case,
a Lamborghini is still a Lamborghini no matter
its resting address.”
Even as it reaches for new and uncharted
markets, Domenicali insists Lamborghini will
never abandon its core identity. He doesn’tTouareg, the widespread use of carbon fibre-
reinforced polymer across the vehicle gives the
Urus an identity all of its own.
Try and flick the switch to Strada (street).
Whoops! It looks like you’ve veered off into the
dirt. Never mind, flick it again, this time to Terra
(dirt). Through Lamborghini’s groundbreaking
ANIMA drivingX mode selector, the Urus
adjusts to practically any terrain – it also has
Corsa (track), Sabbia (sand), Neve (snow) and
Sport (duh!) – with a chameleon-like ease that
rivals the best SUVs in the market.
But with a price tag of S$798,000 (not
including COE), are there enough potential
customers out there for the Urus to be
financially viable for the European brand?
CEO Stefano Domenicali thinks so. Speaking
exclusively to The CEO Magazine, he tells us
that, as the first-ever five-seater in its range,
the Urus has the potential to reach families
who will drive it on a daily basis.
“The reason I believe that the Urus is perfect
for Lamborghini is because it is something that
is not currently in the market. We believe there
is a huge potential to not only remain current
and relevant but also involve new people in our
dimension,” he says.
Times have definitely changed since the days
of the LM002. Now, there are more millionaires
than ever, to the point that designation has lost
much of its gravitas. The finance world prefers