Lamborghini Has No Plans For More SUVs

"It's not a Lamborghini"

Since its introduction in 2017, Lamborghini's SUV, the Urus, has been a sales success for the storied Italian sports car manufacturer. According to sales figures, over half of the 10,687 cars that Lamborghini sold in 2024 were Uruses, eclipsing the numbers of both the Huracán and the Revuelto supercars.

Though SUVs help provide an accessible entry point for a prestigious brand like Lamborghini, one executive at Sant'Agata Bolognese is stopping any suggestion that it would turn into a brand like Maserati or fellow Volkswagen-owned Porsche with multiple SUVs in its lineup.

According to the Australian automotive site CarSales, Lamborghini Chief Marketing and Sales Officer Federico Foschini ruled out any plans for a larger Lamborghini-badged SUV. While the Urus is gargantuan by Lamborghini standards, he feels that anything larger than that would remove some of the distinctive Lamborghini character one comes to expect from its cars.

"But when it comes to the larger SUV, it cannot be as sporty as an SUV. It’s too easy for it to be too big. It’s not a Lamborghini," he said. He noted that a lineup with multiple SUVs could work with other VW-owned brands like Porsche, adding that the brand wouldn't introduce a car smaller and less powerful than the Urus.

"There are other brands that are super premium or premium that can offer these, but I think that when you stay in our league, you cannot go below, and you cannot offer something that is under-resourced."

Foschini feels that the Urus is an ideal blend of practicality and performance, a package that combines SUV traits with supercar-like dynamics. Last year, Lamborghini introduced the Urus SE, a plug-in hybrid that combines the Urus's 612-hp twin-turbo 4-liter V8 engine with an 189-hp electric motor, creating a five-door beast with 789 hp and 701 lb-ft of torque.

"The Urus is the perfect fit, on one side as the right size to be an SUV because there is space for four or five people comfortably with also the luggage [capacity] of an SUV," he said. "But on the other side, there’s the dimension and the driving dynamic and the driving experience of a super sports car. This is the size, and this is the sweet spot."

Lamborghini is still working on EVs and attracting new demographics.

Although it is not keen on expanding its SUV lineup, Lamborghini is still planning to release an electric vehicle. It isn't due until 2029, but Foschini indicates that the car will be a 2+2 GT—essentially a fast four-seater car—a segment that Lamborghini does not have a presence in yet.

"When it comes to the fourth one, we decided that the best segment to scout was the GT 2+2 because it’s where we are not," Foschini explained. "We can still do a sporty car, maybe more lifestyle, but also here we have to execute in a way that it’s an unexpected and extraordinary type of design and is fitting with our DNA in terms of performance and driving fun."

While it prepares itself for an electric future, Lamborghini is also looking to sell more cars to people who aren't traditionally Lamborghini owners. While the average Lamborghini owner tends to be middle-aged men, Lamborghini CEO Stephan Winkelmann recently told Business Insider that he's been trying to get more women into the brand. Although women only make up 5-6% of its current customer base, this is not the case in targeted, key world markets where they plan on selling more Huracans, Revueltos, and Uruses.

"I was in Korea last week, and they are already at a 50% share of women," Winkelmann told BI. " So it's the beginning of the right path."

Final thoughts

As other luxury and exotic manufacturers consider expanding their portfolio with models that they aren't known for, it's refreshing to see Lamborghini think differently. The Urus has been an incredible success for the Italian marque, but any more SUVs might risk diluting what Lamborghini is known for. We're excited to see how the automaker navigates the new automotive environment while staying true to its roots.