Lamborghini CEO Claims Urus Demand Far Exceeded Expectations

Last year was a good one for Lamborghini. The Italian automaker managed to shift 3,815 units, which was an increase of 10 percent compared to 2016.

Despite having an awesome year, Lamborghini, just like everyone else, is looking to grow in the SUV segment. The Italian brand did this by introducing the Urus SUV, which has, apparently, been a hit.

CNBC spoke with Stefano Domenicali, Lamborghini’s CEO, who said that Urus sales have exceeded expectations. While the Urus starts at $200,000, Demonicali states that buyers are actually spending around $240,000 for the vehicle.

“We were expecting a positive feedback from the customers, but not at the level we are receiving now,” said Domenicali. “The reaction of the customer is really fantastic.”

Thanks to the new SUV, Lamborghini is expecting to sell even more cars that last year. According to Domenicali, the company is planning to end 2018 with a production figure of 5,000 vehicles. That’s 1,185 more units than 2017, and Lambo’s CEO believes that the Urus will account for at least 1,000 of those extra units.

Interestingly, the outlet states that the Urus is drawing new consumers to the brand, as 70 percent of buyers are using the SUV as their entry into the world of Lamborghinis. Moreover, he was surprised by the number of women who bought the Urus.

The Urus is also selling well in areas that have bad roads, like Russia and India, where the brand has a hard time moving its supercars. That makes sense, as the Urus’ tall ride height makes it the better choice for those regions with less than smooth tarmac.

So, is Lamborghini looking to increase sales considerably over the next few years? Domenicali claimed that production figures will always be low (probably less than 10,000 units annually, we guess) and the vehicles will be built to the highest standards.