How Lamborghini Learned To Love The SUV

Lamborghini is one of the most admired and desired names in the automotive world. Lamborghini’s futuristic designs, bold colors, massive engines, and trademark scissor doors have been indispensable in establishing the reputation of Italian supercars. Now, Lamborghini is trying its hand at something very different -a four door sport utility vehicle. But is a four-door Lamborghini SUV still a Lamborghini? Will embracing the SUV come back to bite Lamborghini in the long run?
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How Lamborghini Learned To Love The SUV

[@rhezaif]

The answer is MONEY, save 13 min of ur life

[@CiaoBello21]

Bro you got me... I thought I had a piece of hair ai can’t remove on my screen! Lol

[@caricatoresenzafili]

@@CiaoBello21 lol he got me

[@James-fw5ew]

It's economics, the answer is always money.

[@75OldsNinetyEight]

Still watching the video to check out all the vehicles lol

[@ravigehlot5617]

@@CiaoBello21 same 🤣

[@Piketom1]

I'm going to repeat something that Top gear mentioned almost 20 years ago when Porsche started selling the Cayenne. Enthusiasts of high end sports cars should be happy that sports car makers produce fast selling SUVs. Companies like Lamborghini and Porsche will not forget their heritage and the SUVs will give them more money to stick around and continue producing low volume, exciting supercars.

[@Fadic4]

How Lamborghini learned to love the SUV. Money. Money is how they learned to love it lol.

[@hiyoutube8013]

I mean it is a business plus every auto maker is making an suv watch even Bugatti will probably come out with one

[@PontiacFan68]

@@hiyoutube8013 no no no its volkswagon own Lamborghini and Bugatti so they are going to share a platform with volkswagon tigaun

[@PontiacFan68]

@@chollyappleseed1969 I think its stupid to have a suv tho

[@PontiacFan68]

@Sergio Diaz I know that you dont have to play Mr.smartypants accorse and I know that in German Volkswagen means people mover plus I know that the British car industry has failed and the American autos fail thanks to the 1973 and 2008 crisises and that the Germans and Japanese car brands are better

[@MouseCIick]

Lamborghini does not make money.. which is why they are own by audi. you think they can make a living selling a couple of Lamborghini a year?

[@ramtinreza]

70% of Urus customers are new to the Lambo brand, that’s a big market gain!

[@TarikDaniel]

But they aren't selling 70% more cars. Meaning, they lost a lot of customers at the same time. So, what will they do, when SUVs get out of fashion?

[@xevious2501]

And that's exactly why they created it. Porsche understood this first, a long time ago. Creating vehicles that not only supplement the brand, but also brings in new customers overall, expand on options for the existing loyalists who will eventually understand the goal. And breathe far more revenue into the company and thus stock holders overall. Why wouldn't you add vehicles to your lineup. Being a one trick pony makes you liable to occasional low sales figures. Other vehicles in the lineup fills those gaps. And now we see Ferrari finally getting it as well with the Parasang. The luxury performance SUV simply sells better than luxury sedans, They provide a modern, larger more comfortable more visible traveling experience. To be out the segment is to not be keeping up with the times. not to mention, giving your competition reasons to jump ship.

[@raymondadams6433]

Lamborghini was born because two wealthy men were being sassy with each other 🤣😂

[@justfrank5661]

🤣🤣🤣🤣🤣

[@PuffOfSmoke]

Pettiness has some good side, I guess.

[@gamechip06]

Nope, they started producing supercars because of that, but they were a company before that, producing tractors, and fun fact, they still do produce tractors.

[@manaspradhan8041]

@@gamechip06 the Lamborghini we know was born because two rich men were being sassy with each other. Is that better Hermione?

[@OnasaD]

“The lower end” Lamborghini Urus $200,000.00 🙄🤔

[@dexterek011]

Funny, because it is pimped Audi Q8, which is way cheaper..

[@kris348ka8]

@@dexterek011 “pimped” what is this 1998 jeez

[@Tential1]

@@dexterek011 that's the only problem with it to me, it's that mentally I know it's an Audi

[@danielcrovato467]

Urus or oorus

[@PSYCHOV3N0M]

@@dexterek011 It doesn't matter. Marketing 101: "Perception is greater than reality." If the Urus is based on an Audi but LOOKS and SOUNDS like a Lamborghini on the outside then that's all that really matters at the end of the day and people who can afford it will gladly pay for it.

[@eduardomeza7279]

Love how they referred to Japan as "elsewhere" 😂

[@nightlybob]

to summarize this video, it's because SUV and CUV are the trends in the industry right now. It same thing for Rolls Royce, Maserati, Bentley, etc. they're ugly but brings them a ton of revenue.

[@baronvonjo1929]

Ugly. Me who likes them. *Sweats nervously* I do hate how people call them SUVs when they are CUVs. Had a guy from BMW stress to my class that BMW does not offer a single SUV at all and only CUVs.

[@danielbociarski6633]

@@baronvonjo1929 SUV, CUV same thing really. Their just different terms for a crappy class of vehicles. Kia now has made a type of car called a 'GUV' which is the same as every other useless SUV in the market. If they cant offroad, an SUV has no purpose. A wagon is more practical, better to drive and looks better

[@baronvonjo1929]

@@danielbociarski6633 Eh I wouldn't say all that now. The one thing I hated about my sedan was having a trunk and also the lack of ground clearnce. And while I personally like wagons there arent that many reliable good options on the market. I show wagons like the Corolla wagon or that buick regal wagon and people dont like them. I guess that a reason wagons died. People just dont like the looks of wagons. And of you really want to get down to it sedans are kinda the useless thing here. You can look back to cars of the 1930s and basically all are what we call crossovers in terms of their body style. Then they started to get the sedan bodystyle to look more sporty and all and being lowered to the ground and overall less practical. I like to think of it as CUVs making their Revenge move lol Also what is a GUV???

[@baronvonjo1929]

@@danielbociarski6633 Dont get me wrong I like sedans and wagons. But I've been in so many situations where having a CUV or SUV was better or I wished I was in one. It happens way more often than I would think.

[@deepsenpai6871]

ugly, what?

[@chiquita683]

Fun Fact: This comment section is too broke for Lamborghini to care about your opinions on its SUV

[@davidbollmann4356]

Including yourself

[@DRcrimeinvestigate]

lol

[@jatinanand1910]

yes including me

[@rokidbaykidbayro1256]

True

[@adnankazim88]

whats your point?

[@SushrutPhutane]

“Elsewhere...” Proceeds to show Toyota 😂😂😂

[@jamesonlartigue1664]

I saw that too lol the disrespect ...

[@LouisSubearth]

There's not a lot of Japanese supercars compared to how many Europe has. You got the NSX, though the new one can be argued it's more of an American supercar with Japanese branding, the Supra is more of a sports car, and the GT-R family despite slaying supercars for more than 30 years now, they're engines are too far forward for supercar status.

[@eriksantoso1741]

@@LouisSubearth or the lexus lfa.With v10,one of the best sounding cars.But because the price is too expensive so it's quite underrated japanese supercars

[@urdarkside1]

I came to the comment section just for this lmaoo

[@IKEMENOsakaman]

I own a Toyota Prius. One day, I wish I can walk by a Lamborghini.

[@good-tn9sr]

Same I want to one day get a picture of a Lamborghini

[@thisisntsergio1352]

It is my dream to someday say the word Lamborghini

[@Nonexistentnonexterais]

Good one!!

[@hritiksharma7945]

BEST OF EFFORTS AND LUCK BROTHER👍👍👍👍 Hope you accomplish all your endeavours

[@good-tn9sr]

@@hritiksharma7945 thanks bro bless up 🙏🏾🙌🏾

[@zidanelionheart]

Loving CNBC’s coverage of different automakers.

[@Xenon-4300]

I just realized that the Urus looks a little too similar to the Pontiac Aztek.

[@ajlee6933]

Easy: They took an Audi Q8 and put a Lamborghini body kit on it. Problem solved...

[@phantsi_]

We all knw tht, yet we still like the lambo

[@alan-di5ww]

basically LMAO

[@emiliospowerballer1441]

Easier: The VW has many standard platforms where each subsidiary designs its product on that given platform. Audi Q8, Porsche Cayenne, Bentley Bentayga, and Lamborghini Urus share the same platform along with other models.

[@harshitdesai5368]

Sharing the same base platform does not make them the same vehicles. The way the interior is approached, the way it drives and handles, the way it’s tuned everything eventually results into a much different car!

[@giovanni8943]

@@arrowmouse they do actually make the body in Italy... I live next to the factory

[@Acriore]

I see it almost every day here in the swiss alp just amazing no doubt outstanding stylish and trend the SUV. Daily drive Lamborghini no more question

[@HateTheIRS]

Lamborghinis must not be an eye catcher anymore lol. Seeing it everyday you must get used to it eventually?

[@Acriore]

@@HateTheIRS Even if I see almost every day I can't get enough of them simply I love any Lamborghinis😊

[@muskreality]

Lamborghini doesn't make advertising commercials simply because people who drive a Lamborghini don't watch commercials

[@EarthWasHere]

Or because everybody knows what a Lamborghini is…ask an old lady and she answer in a heart beat.

[@realtalk6195]

You sure they're not in select magazines? Most expensive brands typically do ads in business, luxury or airline magazines.

[@sciencevids1101]

"Hello, I like money" - Mr. Krabs.

[@RicemanTV]

Imagine you parents bought you a Lamborghini, then you find out it's a SUV...

[@hansheinrich958]

I would sell it and buy a real Lambo

[@treefiddytwoo]

i’d be stoked i got a luxury car with some fkn legroom

[@antonycreates9796]

I'd be overwhelmed because I prefer the Urus over Huracan/Aventador 😂🥺

[@hansheinrich958]

@@treefiddytwoo If you want a sports car you don’t care about comfort.

[@hamzab3659]

@@hansheinrich958 the urus combines both so your point isn’t valid

[@mountainman6172]

I get the impression LA and London comprise of 98% of their sales. It is mind-boggling the number of Urus on London roads.

[@rokidbaykidbayro1256]

London has alot of rich shady people,tax e

[@Xeonerable]

"They need to stop making these dang SUVs!" "Well then stop buying SUVs more than cars!!"

[@MrFelipecheca]

Can you guys make a video of the "Economics of Remote Working"....the impact it will have on salaries and access to talent.

[@stbrian1861]

The Urus looks like a Morbidly Obese Aventador

[@HateTheIRS]

Lmao

[@IvanGarcia-ug7mf]

only to rep the owners that drive 'em

[@makatron]

The Cayenne saved Porsche and allows the development of the fun GT cars we love. So yeah, go make the SUV then.

[@autoindustryguide8264]

URUS, AUDI Q7, BENTLEY BENTAYGA, VW TOURAREG and PORSCHE CAYENNE have more or less same platform and they are part of the big family. If one brother see opportunity, why should others wait? All are superb vehicles with distinguished exterior. Kudos to the styling team. 👏👏

[@seyned89]

Can’t wait until they start making mini vans 😍

[@ivanbima5877]

I think they have the attempt when they were under Chrysler ownership in the 1990's. But it's only going as far as Prototype stage

[@djbis]

the minivan phase is bound to make a return in the 2030's. I'll be waiting for it.

[@PDBowden16]

I personally I feel that going away from sports cars to SUVs don’t really make any sense because SUVs really have no practical purpose unless you’re going to go off road. There now engineering a Ferrari SUV which is a sad day for both Ferrari and Lamborghini. I can’t believe Rolls Royce engineered an SUV. If you want a luxury SUV, get a Range Rover. I am still a car person because I feel that they are much safer and more stable on the road because the center of gravity is much lower. When you put more passengers in an SUV, the center of gravity becomes higher but when you put more passengers in a car, the center of gravity becomes lower.

[@israelcanepa2431]

At this point I have heard too many history of Lamborghini and Ferrari told different. That I don't even know if it's true.

[@tew6]

2:39 i find it kind of funny showing the diablo and the Tercel

[@self1sch]

This SUV craze is truly something we will look back on in 20 years and shake our heads.

[@benjaminsmith2287]

I sure hope so. These overly tall, not always space efficient, high-riding vehicles aren't that great an idea at all.

[@shankarwain4289]

@@benjaminsmith2287 exactly ,only Karen's love them ! And due to the higher demand ,I am sure that there are many Karens!

[@triguywon9938]

The VW Group owns Lamborghini, the Urus is based on the VW Touareg.

[@Audikeeef]

No tf it’s not based on tourag

[@osmarsantanafilho3184]

@@Audikeeef their share the platform.. The same platform on Touareg, Audi Q8, Cayenne, Bentley Bentayga and of course the Urus.

[@Audikeeef]

All the cars u names are right besides the Taurag the old Taurag & Q7 sat on the same platform but not anymore for the new Gen

[@christodang]

Short answer: "people are willing to pay for it"

[@yanisrenaud]

only reason : SUV segment is the one that sells the most since years

[@ridhirajsingh2299]

Lemborghini Urus is My Favorite Car 💗 How Many People Love Urus ..... 👌

[@dfpelletier]

Marchionne didn’t change his mind as you are stating. He passed away in 2018.

[@xali2008]

I own SUV and do a lot of off-roading but still prefer a small car for everyday use. crossovers like Urus seem to be a good option compare to big SUVs, but still, they are not as easy driving a small hatchback in a busy city.

[@FinancialShinanigan]

Lamborghinis are highly desirable but not practical, the Urus fixes that

[@cedricsamuels5055]

It does ? It’s a $200,000 SUV how practical is that?

[@hamzab3659]

@@cedricsamuels5055 practical does not mean affordable ! Those are 2 very different things. A mansion in practical but expensive A small studio is cheap but not practical + It’s still a lambo no matter what , so it’s defined as a luxurious product = high price tag.

[@ilgaplaukismetalhead]

Lamborghinis are supposed to be unpractical, you shouldn't expect it to be a vehicle for transporting sacks potatoes. Imagine Rolex making a watch, where they replaced gold (because it is too heavy) with cheap plastic to make it more practical... That is what Lambo is doing here. They're selling a rebadged VW SUVs for huge prices to people that have enough money but no taste at all

[@maa1649]

@@cedricsamuels5055 for people with enough money to buy a Urus , but not two supercars in the one for weekend . The supercar is most relevant for showing of in like a flat place like Las Vegas, LA or Florida and the Urus for every day use. If you only can afford one, and have a family the Urus is the right choice of course.

[@ivanbima5877]

@@cedricsamuels5055 I think you confused yourself with the meaning of practical and affordable. Practical means it's easier to use where as affordable mostly means cheap. Practical doesn't always means it's cheaper. I mean you could buy a laptop that has all the feature you want. From writing to editing and you could use it everywhere. But it's not as cheap as using a piece of paper and pens, wasn't it?

Nobody: This guy: "Mor cié lágo"

[@glennalexon1530]

Sad (or hilarious) that Audi's RS6 (way cheaper) station wagon beats the Urus in a drag race. How embarrassed would you be if some soccer mom left you at the traffic lights?

[@schloesserable]

An Urus is much more of a soccer mom car than an RS6 in my view

[@ivanbima5877]

I've never seen soccer moms using RS6 as their ride. They may still use Oddysey/Sienna for better fuel economy

[@christophercrosby8489]

I’ve got mine on the way! Blu eleos

[@bdflatlander]

Gorgeous car. I want one!!!

[@talkmediaid5068]

suv is the best car design: functional, all around, useful car

[@BarikSingh]

@3:10 the Miura is actually named after Don Miura a good friend of Mr. Lamborghini who happened to be a bull rancher. After the Miura, nearly every other Lamborghini has been named after some famous Spanish bull.

[@eriksantoso1741]

Or bat like murcielago.

[@BarikSingh]

@@eriksantoso1741 That is the literal Spanish translation, but even Murcielago is a name of a famous Spanish bull

[@thebudgetcyclist4310]

Urus is a Cayenne with a fancier interior

[@letrat7021]

the "LMAOO2 PROTOTYPE" heh that's a fitting name

[@j.wberger3479]

They should make the Urus look more like a Lamborghini. A big rear wing , some fender flares and air scoops should do it.

[@3v3y]

The urus devalued Lamborghini like crazy I have almost no respect left for the brand

[@Amatersuful]

@TwinTurbo Ray i think the aventador sv was the best one. After dat its just went meh.

[@Amatersuful]

@TwinTurbo Ray ya i agree the only reason is i like the sv is well it looks cool lmao. The best design one for me imo

[@artvinnd5534]

I assume that you not a millionaire and cant afford that car so you opinion does not matter, so is mine

[@Amatersuful]

@@artvinnd5534 excuse me but wdf we can talk about anything we want ans have opinions about it. Some of those millionaires doesnt even know about cars they just buy cuz it's expensive and name branding

[@artvinnd5534]

@TwinTurbo Ray its important for a company that people who can buy it like the product the rest does not matter..

[@kevinsolomon3594]

7:40 "you would have to shoot me first" cracked me y'all 😁

[@VenomInMahEyes]

Did they shoot him?

[@treefiddytwoo]

ded 💀

[@diamondyolo9010]

That green lambo is beautiful!

[@joppe1392]

voiceover audio is low compared to the audio of the interviews

[@Troy_K]

The LM002 "Rambo Lambo" is the only Lamborghini SUV I recognize. The Urus is a fragile soccer mom Audi with a body kit.

[@nxbis]

Oof. Well shid I like it. I think ot has a sleeker look than most SUV's.

[@axem.8338]

Its Coupé, not coup. Coup is where, chickens live.

[@MrNick-]

Actually, I emailed Lamborghini and said “yo I want a Lamborghini SUV” and they said “ok anything for you Mr. Nick”

[@andyrechenberg]

The Urus looks different enough from other SUVs to set it apart. I’m a fan, although I’m buying electric for my next ride.

[@mso008]

If I had the money I would buy one in a heartbeat. In Yellow.

[@maa1649]

Definitely Yellow 🙌👍

[@ivandrol4733]

“Hey, call the guys at Audi, let’s make some upgrades at that, Q7’s, people already buy a lot of them”

[@sdc303]

one word: *MONEY*

[@user-gv8tj2ff7h]

ขอขอบคุณครับสำหรับเรื่องดีๆครับผม

[@arnoldwalt4962]

Nice video. But we can't see the video because of the subtitle🙄

[@veer7431]

Yes cuz Lamborghini's are soo reliable

[@khankrum1]

Any company has to make a profit or go bust.

[@raymondadams6433]

All these purest complaining are also the ones who don’t buy new cars they by the older models. Everything needs to evolve that’s life.

[@Renould2010]

Great data, 🥰💎👑

[@cedricbench2543]

Yes Stefano, test drive a Countach (for the first time again)

[@ryanmccaffery9027]

“How the Audi q8 ended up in Lamborghini’s lineup”

[@mr_mistakesr.4456]

We have an aventador and urus and they are exceptional cars

[@rajpawar9343]

I think Land Rover made every run behind SUVs, as they were doing great with their Discoveries and Range Rover. So because of them we have everyone in SUV segment.

[@aaryeshg.6526]

Land Rover in the '80s brought the idea that a dedicated body on frame SUV could be a luxury car as well. From that point everyone else followed up. And they still exist to this day. You get the best of both, a luxury car and an offroader in one. It's a no brainer.

[@rajpawar9343]

@@aaryeshg.6526 Yes it is.

[@calvinkent2856]

I would like to have one but i'm too broke to afford one. Even if i could afford one i will instead buy an NSX Honda. I already have a 2020 GR Yaris and 2019 Suzuki Jimny. Yaris to drift and Jimny to off-road.

[@manicmike3952]

Great vid as always. This will backfire for them. There leaving the niche like everyone else. If I don’t make dollars it don’t make cents..

[@pctechandgaming6585]

It doesn’t cost much more to make suvs vs cars but, you can charge way more for suvs

[@SLYx207z]

I am one of the #Lamborghini #RealLovers who was in doubt ofnit but now I love it... The URUS SSUV!

[@jhonson530i]

Anybody knows the white car at 2:35? That definitely caught my eye more than the lambo

[@exas4791]

He is inspirational.

[@josephmanzuni8593]

What it needed was German ownership that brought with it, better production and quality methods. Then people started buying the cars again cause what better than Italian speed and beauty coupled with precision German engineering for quality?

[@christophermichael.w.7577]

I would drive a FAMBO.A guy can say look honey it has 4 doors, the kids can fit in back no problem .

[@xdragosx]

I always hated the coupe SUV. The only thing I like about the Urus is that the car is really well built. It feels as tight put together(interior quality and rattle) as a Q7 ..at least.. and that s a compliment not a joke.

[@LordTechPro]

Fun Fact: Lamborghini always loved SUVs and this is their second one

[@arnaldokimanivan-dunem2856]

Right? Poor research from them...

[@LordTechPro]

@@arnaldokimanivan-dunem2856 Yes, they are not an Automotive channel, they just want views

[@realtalk6195]

One SUV model doesn't exactly equate loved.

[@markyamaguchi9571]

0:55. That guy saying I can tell you. I DROVE IT ON THE RACE TRACK . omg. These high end sportcars companies. A suv ? I think I'll go take my ford Explorer to the race track and see how fast it does a lap. Hey it's a suv too you know.

[@mrsoshadabaadman]

VW and Audi now has the URUS and the Porsche Cayenne. The best luxury SUV's out there.

[@brianholmes1812]

I think there's a profound irony to SUVs getting popular in part because they didn't have that suburban image of the minivan, as they've become ubiquitous with as the suburban family car and as boring to the younger generation as the station wagon is to the current one

[@sanadaHIRO]

The urus shares the same engines n platform as the rsq8, bentayga and cayenne

[@YourMom-vl2sp]

I'm still waiting for the midengine SUV

[@LegendNinja41]

@9:10 I like how this guy admits that he cares about what people think who have no clue about cars and that he tries to impress these people (probably more like the women). Probably the kind of person to screech inside get triggered when a women thinks the Urus is a Benz, Audi or Porsche.

[@Peno1992]

I’m watching this video thinking.... 12 more months and my Corolla will be paid off.

[@talatyildirim4311]

I think that you should have said that VW group took Audi Q8 and Q7 parts, Audi Engine some Bentley Bentayga, VW Touareg parts and here you go, Frankenstein Lamborghini. Just a dressed up Q7 Coupe

[@talatyildirim4311]

I forgot that the chassis is just a Q8 and I find it very interesting that you could buy 4 Q8 for the price of an Urus

[@hamzab3659]

@@talatyildirim4311 not exactly , you can’t compare a Lamborghini with a v6 Audi q8 with standard equipment . Comparing the urus to RS Q8 is the way to go

[@Sub4CarClips]

It might just be me but I prefer the trackhawk over the Urus in every category besides Interior but the Jeep has a good enough interior for me feature wise. It also has carbon fiber but it doesn’t look as quality as Lamborghinis.

[@kevinbrahma7633]

SUV is future.....and present.

[@jonathanbrotto7278]

Saw a few of these in my neighborhood. The trend for fake it till you make it.

[@optimisticnihlist9705]

they act like lambo didnt start its business by making SUVs and farming equipment...

[@ivanbima5877]

Well some people don't. They didn't even know the time when Porsche building tanks and Mitsubishi making warplane & warship

[@HellsJerome87]

The only SUV I’d get from Lamborghini is the madman creation that is the Huracan Sterrato.

[@AM562]

Simply put I love Lamborghini

[@ykt1662]

An electric Lamborghini would be awesome 🔥

[@dineshsinghkachave132]

I'm the one who is seeing the Lamborghini gt series for first time 🙃

[@theprimest]

If you're reading this you have potential to create great things. Yes. You.

[@phantpwr]

That Audi isn’t an SUV. It’s a A4 station wagon.

[@susgato6662]

the most common color for the lamborghini urus/SUV is the yellow body and black rims

[@silverlining6824]

oo-roos from i-ta-li (and not eye-ta-li) as in the lightning fast oo-sane Bolt; right?

[@Iwatchvideosattimes]

Can't wait for Freightliner and Mack trucks to make a crossover.

[@Amitdas-gk2it]

Nice 👌

[@KPG113]

Rich moms in Orange County. That's why the Urus exists. NOBODY is going offroading in one of those.

[@ravikadel9302]

nice car