Super SUVs are a love-them or hate-them deal. On one hand, the Lamborghini Urus provides all the theater, performance, and fun of a traditional Lambo supercar with a more practical shape, but on the other hand, it doesn’t look quite as sleek or poster-car-worthy as some of the company’s other offerings.
But regardless of your opinion on the Urus, it’s done wonders for the brand’s bottom line, reeling in a wave of new customers that the Raging Bull has poached from rival stables. Speaking to CarBuzz at the Goodwood Festival of Speed earlier this year, Stefano Cossalter, Urus Product Line Director at Lamborghini, told us why the Urus has been such a success.
Stealing Customers And Selling Supercars
2025 Lamborghini Urus SEIan Wright/CarBuzz/Valnet
Ever since Porsche showed how a super SUV can be done, almost every premium brand has had a fast high-riding vehicle that can take the kids to school in the morning and then beat supercars off the line. Even McLaren is getting in on the action. The Urus has been an absolute hit with customers, and according to Cossalter, it has been an entry point for a significant number of buyers now in the Lamborghini family.
“For the first generation Urus, we had 80% of customers that were new to the brand. And now we run with 40% repeat customers, and 60% are new to the brand.”
– Stefano Cossalter, Urus Product Line Director at Lamborghini
Once the Urus gets them into the family, Cossalter says they tend to stay, not just buying another urus but graduating to genuine supercar ownership. “They get to know the brand and all the activation we do, and then they go on to buy the Temerario,” he says, adding that for this reason along, “We’re really happy with the Urus.”
Competition From Within The VW Group Isn’t Hurting Urus
The Urus has been a success story for a number of reasons, but one that represents a much broader victory across the entirety of the VW Group is showcasing how successful platform sharing can be. The Urus shares its underpinnings with other VW Group models, including the Audi RS Q8, Porsche Cayenne, and Bentley Bentayga. But despite these shared underpinnings, Cossalter claims buyers still see it as an authentic Lamborghini.
“The performance has to be there,” Cossalter says, “But the DNA of Lamborghini has to be there too.” Many of the supercar’s design angles, like the Y-shaped lights, software, or even the fighter jet-style start button, are present in the Urus, making the switch to a Lambo coupe supercar more natural for a new customer. It almost acts like a funnel into the Lambo family.
What’s The Urus’s Secret Sauce? A Split Personality
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Luxury and performance car buyers are feeling the pinch more than ever, so if they can get the same performance in a shape that doesn’t compromise on daily driving ability, they’re going to take it. The Urus isn’t the only SUV in this race, as the Porsche Macan is the best-selling car out of Stuttgart and reports suggest the Ferrari Purosangue has been a hit for customers. McLaren is reportedly also working on a super SUV of its own.
Lamborghini also offers something that many rivals don’t have, which is a plug-in hybrid powertrain. “When you’re in electric mode, not everyone will realize you’re in a Lamborghini,” Cossalter explains. “But moving to Corsa, it’s like you’re driving a Revuelto.” Not all customers want the extravagance of a V12 all the time like in the Purosangue, so creating an electrified SUV means there are more options for customers about how they drive this family hauler. That duality of personality is what makes many buyers fall in love.
CarBuzz Insight — Why This Matters
Lamborghini Urus SE in orangeLamborghini
Competition between European brands has been high forever, but with rising rivals from China and the democratization of performance, Lamborghini has to capitalize on its image and give people an experience they won’t find anywhere else. Considering the LM002 made Lamborghini the first supercar brand with an SUV to its name, the Urus took a surprisingly long time to arrive, but now that it has, it’s become a winner for the brand.
The Urus has proven that Lamborghini can steal sales from other automakers — something BMW hoped the XM would do, but which has failed to materialize. And it’s that foot in the door that has enabled the brand to develop standalone platforms for the Temerario and Revuelto, which in turn are purchased by Urus buyers who would otherwise not be invested. Say what you like about SUVs not being ‘pure’ for performance brands, but the business model clearly works.
