Lamborghini isn't messing around with its newest model.
The Urus, unveiled in New York last week, is what Alessandro Farmeschi, Lamborghini operating chief and head of North America, calls "super sport utility vehicle." What does that mean, exactly? It's far from your average soccer mom, carpool SUV.
"The segment is SUV. But we have a clear positioning because we are positioned at the high end, at the top of the SUV in terms of luxury," Farmeschi told TheStreet. "It's a unique car that is not on the market with this performance."
The Urus is the third model for Volkswagen AG-owned (VLKAF) Lamborghini, aimed at combining the distinct "DNA" of the company with the needs of a modern SUV. Design, power and agility are melded with the "purest SUV expectations," Farmeschi said, "meaning comfort, meaning roominess, versatility. It is a car for the weekend, for commuting every day ... it's a multipurpose vehicle."
The luxury SUV segment has been dominated in years past by the likes of the Porsche Automobil Holding (POAHY) Cayenne, the Tesla Inc. (TSLA) Model X and the Daimler AG-owned (DDAIF) Mercedes-Benz G-Class.
"We are positioned quite far from them," Farmeschi said. "It's a step above ... We are going to offer to the market something that is not present."
The Urus goes from zero to 62 mph in 3.2 seconds with a top speed of 190 mph. That's no regular SUV.
The Urus represents more than just a new audience of shoppers, though. It will have a significant impact on Lamborghini's bottom line, Farmeschi explained.
The company has doubled the size of its Sant'Agata Bolognese, Italy, production facility and expanded its workforce by 500 to account for an uptick in demand for the new model. The Urus is expected to bring the company's production capacity to 7,000 units per year, double what it was before the model became available. The U.S. is top market for Lamborghini globally -- the company delivered 1,075 cars in the U.S. in 2017
"It's basically going to double the sales volume. You can imagine that this Lamborghini is at a different level when you compare with the other two models," Farmeschi said.
"The technology is a big part of this car," Farmeschi said. Everything from the torque of the V8 engine to the offroad capacity to the four-wheel driving system was developed with "the purest Lamborghini DNA."
As a so-called "super sport utility vehicle." the Urus is capable of high performance driving on roads, on racetracks and in just about any weather conditions. But it also has an active driver assistant system, a high-tech infotainment system and night vision all inside the car.
"It's a full concentration of the latest up to date technology that could be today in the market," Farmeschi said.
But don't look for any fully autonomous Lamborghini models just yet.
"For us, the center is the driver," Farmeschi said. "And the experience is driving the car. Our customers buy a Lamborghini because they want to drive the car, not because they want to be driven."
Check out TheStreet's interview with Lamborghini CEO Stefano Domenicali earlier this year here: