Lamborghini's 'Super SUV' for Mzansi: First orders for the R3.4-million radical Urus en route to SA

Image: Lamborghini
Image: Lamborghini

Lamborghinis have always been available to locals but now the iconic automaker is an official brand in SA, under the guard of Toby Venter and LSM Distributors. The company has been awarded distribution and servicing rights for Lamborghini South Africa.

Earlier in July, Automobiles Lamborghini launched the opening of its new dealership, Lamborghini Cape Town, along with the official unveiling of the brand's first SUV, the Urus, locally. The new showroom marks the addition of the automaker's third dealer in the country.

What does the moniker mean? According to Lamborghini, the name is derived from the anchor of the Zodiac, Taurus, the god of the bulls. Urus is just a contraction thereof. 

Lamborghini says: "The Urus is a visionary approach based on the infusion of the Lamborghini DNA into a Sports Utility Vehicle (SUV).

"The Urus elevates the SUV segment to a level not previously possible, the Super SUV. It is a true Lamborghini in terms of design, performance, driving dynamics and emotion for every day in a range of environments, transcending the boundaries of expectations and opening the door to new possibilities.

Toby Venter, Chief executive officer of LSM distributors, said: "Many South Africans are car enthusiasts and it's a very exciting prospect to build the Lamborghini brand in South Africa." 

Automobile Lamborghini Chairman and CEO Stefano Domenicali was also at the prestigious event.

Domenicali said: "We are excited to open or first new corporate identity showroom in the Middle East and Africa region in this beautiful city of Cape Town.

"With the launch of the Urus, we are expecting growth in this part of the world, and it is important that our dealers reflect the direction of the brand through their facilities and their customer service. We are confident that LSM Distributors, our new dealer representative in SA, can deliver this to customers.

"The Urus is as much a luxury SUV as the most powerful, with super sports car dynamism to be enjoyed by both driver and passengers.

Domenicali says: "The story of Lamborghini Sant'Agata Bolognese began in 1963 and our aim has always been to deliver an amazing, inspirational product. Together with LSM, we will make sure all Lamborghini lovers can have what they want in this country.

"We will put our flag higher than Table Mountain in this country and make the brand a success story here. The company is projected for a brighter and stronger future." 

Ordering an Urus in SA

Domenicali told Wheels24 that Urus orders received from South African customers are an 'incredible success'. 

Of course, the exact numbers could not be shared, but Domenicali said: "70% of the orders are people coming to the Lamborghini family for the first time." 

He also said that South Africa is an extremely market for the automaker and that we will be receiving 30 cars per year.

Waiting period

So how long will you have to wait for your Urus after ordering it? 

Damien Percheron, Area marketing manager for the Middle East and Africa, says globally, customers wait about 12 months: "However, because South Africa is so important to us right now, local customers will be prioritised and will wait a little bit less than that."

Lamborghini SA has confirmed that the first customer cars will arrive locally during the last quarter of the year. 

Power numbers

Under the bonnet of the Urus is a 4.0-litre V8 twin-turbo engine delivering 478kW at 6000rpm (max 6800rpm) and 850Nm at 2250rpm. Lamborghini says the Urus claims one of the highest specific power outputs in its class with 121kW/litre.

It sprints from 0 to 100km/h in 3/6 seconds and to 200km/h in 12.8 seconds. It has a claimed top speed of 305km/h, making it the fastest SUV yet. 

Lamborghini future

Domenicali said: " The Urus is the car that will change the dimension of our business. It will enable us to be in a niche we have not been before and enable us to invest in the future. The Huracan will stay at the centre of our business plan. 

"The beauty of our company is that we feel a lot of energy. Lamborghini cars are fun to drive, feel good, have traditional value and a design that has always been crucial to our brand.

"We can speak about electrification and autonomous driving, but when the time is right for us. We have a new technological product project which will be hybrid on the cards. But for now, the V12 will stay longer and V10 will stay, this is related to all the emotions of our cars.

"The Urus is a car that is taking Lamborghini to a level of being a daily car. It brings different souls together, it's easy to drive off-road and on the track. 

Domenicali said that Lamborghini SA is in good hands with Toby Venter: "With our dealerships here, we can be closer and closer to our customers.

"We must take advantage of the fact that we are in the right niche at the right moment." 

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