IHS Markit observations and commentary ahead of Lamborghini Urus launch
The Lamborghini Urus expected to launch on Monday (4 December) will be the Italian supercar brand’s long-awaited entry in to the luxury crossover segment. Although this is not a category the brand is known for its involvement in, other brands have gained significant benefits from expanding in to this previously non-traditional category. Indeed, global crossover and SUV sales have grown from 7.93 million units during 2006 to 26.47 million units during 2016, and IHS Markit anticipates that by 2020, sales will reach 34.34 million units.
The upper echelons of this category have also been beneficiaries in recent years, with IHS Markit seeing global sales at the upper end growing from just 4,700 units in 2010 to almost 21,000 units during 2016 underpinned by the Mercedes G-Class and Bentley Bentayga. However, we also expect to see this expand to a near-term peak of around 29,300 units during 2020 thanks to the entry of further new models including the Aston Martin DBX, Rolls-Royce’s ‘High Sided Vehicle’ and of course the Lamborghini Urus.
Early indications from the brand’s pre-launch marketing activity indicates that in terms of appearance, the Urus will not be that far removed from the concept, with a similar angular appearance as the Huracan and Aventador supercars. The company has also sought to highlight that it will meet the customer expectations in terms of performance and handling dynamism, although a ‘Corsa’ driving mode. However, it has also shown that it will feature driving modes that give it capabilities in off-tarmac situations such as snow or sand. This could make it particularly appealing in markets where its sports cars are less suitable.
IHS Markit expects that global sales of this model will peak at around 2,900 units per annum (upa) during 2019 and 2020 once this model is fully up to speed. At this point, it will make up around 50% of the brand’s total sales. As well as attracting existing owners, it is also highly likely to attract new customers to the brand which may not have been able to justify buying one of the brand’s less practical models.
Production of the Urus will take place at Lamborghini’s historic Sant’Agata factory, although significant investment has been undertaken to boost capacity and bring its manufacture to this location. We also see this model featuring a turbocharged 4.0-litre V-8 engine from launch, but will be joined by a plug-in hybrid in the years to come.
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