Future of Lamborghini In Jeopardy As Urus SUV Leads Record Demand

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Lamborghini’s days as a manufacturer of supercars are over. The Urus SUV has proved to be a winning formula for the once cash strapped company. Demand for the Urus increased worldwide sales during the company’s fiscal year 2019-2020 by 43 percent. How the coronavirus will impact fiscal year 2020-2021 is really a moot point in this moment and time. Nevertheless, we must look at this fantastic news as a major disappointment. It’s a clear signal that SUV demand is at an all-time high.

The Urus SUV becomes Lamborghini’s lead revenue generator, outstripping sales of the Aventador and Huracan and inadvertently placing the latter two as bit-part players. But important bit-part players nonetheless.


Lamborghini’s turnover grew by 28% from 1,42 billion to 1,81 billion Euro in 2019. The global sales growth was even stronger, increasing by 43% to 8,205 units delivered to customers with sales records in all major regions: America, EMEA and Asia Pacific.

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In its first year of full market availability, the Super SUV Lamborghini Urus sold 4,962 units. This demand was complemented by a strong sales performance from the two super sports car model lines, V12 Aventador (1,104 units) and V10 Lamborghini Huracán (2,139 units).  


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