The Lamborghini Urus has become far more than a practical sibling to the brand's supercars — it's turned into one of the most effective customer-acquisition tools in the luxury performance world, quietly pulling buyers away from rival automakers and funneling them straight into the Raging Bull's lineup.

Speaking with CarBuzz at the Goodwood Festival of Speed earlier this year, Stefano Cossalter, Urus Product Line Director at Lamborghini, explained why the high-riding model has become such a success story for the brand. According to Cossalter, the first-generation Urus brought in a staggering number of first-time Lamborghini owners, with 80% of buyers being completely new to the brand. That number has shifted over time, he said, with the current split now standing at 40% repeat Lamborghini customers and 60% newcomers.

Cossalter says that once these buyers enter the Lamborghini ecosystem through the Urus, many don't stop there. He noted that these owners often become immersed in the brand's culture and events, eventually moving on to purchase genuine supercars like the Temerario. For Lamborghini, that alone makes the Urus a worthwhile investment.

Part of the Urus's success lies in the fact that it shares its underlying platform with other Volkswagen Group vehicles, including the Audi RS Q8, Porsche Cayenne, and Bentley Bentayga. Despite this shared engineering, Cossalter insists buyers never feel like they're getting a watered-down Lamborghini. He emphasized that performance has to be present, but so does the brand's distinct DNA — something reflected in details like the Y-shaped lighting signature and the fighter jet-inspired engine start button, both borrowed from Lamborghini's supercar lineup.

The Urus also benefits from offering something many of its super-SUV rivals don't: a plug-in hybrid powertrain. Cossalter described the vehicle's dual personality, noting that in electric mode, few would even guess they're riding in a Lamborghini, but switching to Corsa mode delivers an experience reminiscent of driving the Revuelto.

This strategy of blending everyday usability with supercar theatrics has placed the Urus in direct competition with vehicles like the Porsche Macan and Ferrari Purosangue, while McLaren is also reportedly developing its own super SUV. Notably, Lamborghini's approach has succeeded where BMW's XM has struggled to gain similar traction. By using the Urus as an entry point, Lamborghini has been able to invest in standalone platforms for cars like the Temerario and Revuelto, proving that for this brand, the SUV business model is paying off in a big way.

Source: CarBuzz

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