theceomagazine.com | 157“IN TERMS OF DESIGN, TECHNOLOGY AND DNA
THE CAR IS UNDENIABLY LAMBORGHINI.”
- STEFANO DOMENICALI, CEO, LAMBORGHINI
want to make the mistake of saturating the
market with too many models, instead wanting
a more balanced strategy. “While we need to
monitor what [our competitors] are doing we
also have to be strong on what our goals and
our DNA are because these are key to the
success that we have today.”
The challenge for the Urus then is ensuring it
successfully “brings in new customers who will
appreciate the Lamborghini brand”. Through
the SUV, Domenicali believes the Italian bull will
once again position itself at the top of the range,
different from all its competitors. “We believe in
making sure that in terms of design, technology
and DNA the car is undeniably Lamborghini,”
he says. “But you can also recognise in these
dimensions something unique.”
So the question remains: will the Urus
be a landmark success for Lamborghini, or will
it become a relic of the past like its forebear
LM002? Since it’s predicted that the first cars
won’t hit the tarmac in Asia–Pacific until May
2018 this year, the jury is still out.
One thing is for sure: Lamborghini has
most definitely learned important lessons from
yesteryear, and stuck to making a car that, in
the words of Lamborghini Asia-Pacific General
Manager Andrea Baldi, is “nice and sporty
and light, embodying all the things that are
Lamborghini”. On that front, the Urus SUV
makes a killer first impression.Motor torque | INDULGE