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Italian performance brand sticks to Urus as sole SUV, eyes growth with new electrified GT model
Speaking with carsales at the local launch of the new hybrid Temerario supercar in Sydney, Lamborghini Chief Marketing and Sales Officer Federico Foschini said the Urus had been instrumental in attracting new customers and driving year-on-year growth.
However, he ruled out the possibility of a larger or smaller SUV joining the range, saying it would not align with the brand’s DNA.
“When it comes to the choice of another body type or another kind of Urus, we have done this kind of analysis, especially before choosing the fourth model BEV [battery electric vehicle] that we want to launch around 2030, which will be a GT 2+2,” Foschini said.
This fourth electrified model will join the Revuelto, Temerario and Urus SE plug-in hybrids that have come to market over the past 18 months.
“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.
Foschini added that a range of SUVs align better with other brands.
“So other [Volkswagen Group] brands can fit more with this, they are doing this, and I think that it’s in their brand proposition.”
Similarly, a smaller SUV would not fit within Lamborghini’s premium positioning.
“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,” he said.
Foschini described the Urus as the ideal blend of practicality and performance, balancing space and usability with supercar-like dynamics.
“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’s approach to new models remains highly selective, with its lineup carefully curated to maintain exclusivity. The company sees its flagship V12, the Urus, and the Temerario as defining products, with the upcoming GT 2+2 marking a first foray into that segment.
“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.”
Lamborghini recorded strong growth in 2024, achieving a record 273 sales in Australia and 10,687 globally – making Australia the brand’s 10th biggest market.
The marque’s appeal is also expanding among younger buyers, with nearly half of its new customers in recent years under the age of 40. Foschini said this shift was helping Lamborghini solidify its reputation as a forward-thinking and aspirational brand, while maintaining its tradition of high-performance engineering.
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