Lamborghini Urus
The CEO Magazine Asia|October 2019
For Many People, A Lamborghini Urus Will Be Their Everyday Car While Their ‘proper’ Lamborghini Resides In The Garage For Days When They Want To Experience Real Italianate Insanity. Find Out About Your New Suv Here.
Stephen Corby
Lamborghini Urus

The Lamborghini Urus is a previously unimaginable super SUV. Imagine if a famous racehorse somehow gave birth to an elephant. And then try to get your head around the concept that, after the initial shock, this breed of pacey pachyderms became hugely popular, and a lot of people were willing to part with a lot of dollars to get their hands on one.

Effectively, we already live in this supremely strange reality, believe it or not. Lamborghini, you see, is one of the thoroughbred horses of the car world, a proven sprinter, and a fine-looking piece of horseflesh at that.

And the Urus, its new super SUV, is the equivalent of a giant, load-carrying elephant. Sure, some people find elephants attractive, but compared to the kind of eye-searing sizzle machines Lamborghini has produced in the past – by which I mean all of them, from the cracking Countach to the awe-inspiring Aventador – the Urus is a hugely bloated and slightly disturbing monster.

Some unkind people like to point out that it still looks like a Lamborghini, from a certain angle, but that it also looks like it has a pride parade float underneath its traditional sporty lines.

The good news, however, is that the inside does still feel like a proper Italian supercar, albeit one writ very large indeed. It has the same beautiful roof lining, the same crazy-as ‘bombs-away’ cover over the start button, the aggressive and slick-feeling paddles behind the steering wheel for changing gears.

This story is from the October 2019 edition of The CEO Magazine Asia.

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This story is from the October 2019 edition of The CEO Magazine Asia.

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