Saar: Lambo’s head honcho also claimed that most Urus buyers are new to the brand.

When Lamborghini first announced that it is making a modern day SUV, we immediately travelled back in time to revisit the LM002 – Lambo’s first SUV. We were literally crying out loud to the lord almighty – Lambo, please don’t release another untamable dinosaur. Thankfully, Lamborghini was on the same page as us and the Urus, which was launched in January this year in India, was a far cry away from the LM002. For the record, Lamborghini Urus made its world premiere in December last year. The company took just over a month to launch it in India with an asking price of Rs 3 crore (ex-showroom India). And that move has paid a dividend much higher than originally expected.

According to a report from CNBC, the Lamborghini Urus is selling better than expected with most buyers new to the brand. “Terrific” is the word that Stefano Domenicali, who is the CEO of Automobili Lamborghini, used to describe the sales and order numbers for the Urus. But he didn’t stop there. He reportedly said:

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

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He further claimed that over 70 per cent of Lamborghini Urus buyers are new to the Italian brand. He also pointed out that because of the Urus, the number of female buyers has shot up too. When about which market is doing particularly well, Domenicali said that the SUV is selling well in countries with bad roads. To name a couple, he said:

“Russia and India have been strong for this car, so this is a big step for us.”

As far as production numbers are concerned, Domenicali reportedly said that the company will end 2018 with a total production of around 5,000 cars. The Lamborghini Urus will comprise over 20 per cent of that final figure. By the end of 2019, he further added, Lamborghini will be rolling out around 8,000 cars – with Urus claiming a share of more than 50 per cent of that number.

To ensure that the company’s aura isn’t diminished in favour of higher production figures, Domenicali said that the company plans to put the brakes on growth at the end of next year. Lamborghini, he said, will never become a mass producer of cars and will keep production low and quality high.