While it's the over-engineered two-door Lamborghini models that get our blood flowing as car enthusiasts, it's still a business that has to make money. Lamborghini knows that there isn't a place for this type of car in everyone's life, so in 2018, they released arguably the most important car in their history. They called it the Urus.It might not be everyone's cup of tea, but it's the car that allows the company to soldier on making the highly exclusive supercars we love. It follows a trend that has grown since the noughties of performance manufacturers making family cars, and it shows no sign of slowing down. Here's why this car is more important than any other in the company's history.All information has been sourced from the manufacturer, and all prices have been listed as MSRP. Prices do not include any additional fees. The Lamborghini Urus Is A Bullish SUV A Proper Bull For The Family LamborghiniWhile it's currently the only family car on sale from the company, it's not the first time this Italian brand has ventured into SUVs. The Lamborghini LM002 came out in the late 80s intended for military use, but was quickly converted to civilian spec. It used a front-mounted V12 engine from the Countach, with only 300 examples built until 1993. The idea of a Lamborghini SUV was put to rest until 20 years later.The first glimpse of what would soon become the Urus came in 2012 at the Beijing Auto Show. Lamborghini announced their incoming SUV would use the 5.2-liter V10 found in the Lamborghini Gallardo, and it had styling similar to the flagship V12 supercar at the time, the Aventador. This concept followed on from the Estoque four-door sedan, as Lamborghini found that consumer demand was switching to SUVs instead."An SUV shifting units is now a necessity for a performance car manufacturer to keep building performance cars. It also gives performance car manufacturers a chance to flex their skills and make a vehicle that shouldn't rival the speed, thrills, and bombastic performance of a supercar."The Urus is as bombastic as any Lamborghini supercar, and as wildly entertaining to drive. It defies physics, except when it comes to putting some kids and luggage in the back. Then it's an SUV again." – Ian Wright, Senior Road Tester, CarBuzzIn the end, the production Lamborghini Urus would use a modified version of the 4.0L twin-turbo V8 found in Audi models, and the entire car is built on the Volkswagen MLB platform. The Porsche Cayenne, Audi Q7, and Bentley Bentayga also use this platform. This super SUV went on sale in 2018, and since then, it's become the brand's most reliable seller. It's Lamborghini's Biggest Seller And It Comes As No Surprise LamborghiniLamborghini doesn't release specific sales numbers anymore, but that doesn't stop us from knowing the SUV is the brand's best seller. Back in 2023, for example, the Urus accounted for 60% of Lamborghini's sales, which equates to just under 5,900 cars. It's also been reported that 70% of Urus buyers are new to the Italian marque, which is great for loyalty further down the line.Lamborghini hit a delivery record in 2025, with 10,747 cars going to customers. The Americas are the second-biggest sales areas for the company, with 3,347 units delivered last year. Even though the latest plug-in hybrid cars were met with skepticism at launch, Lamborghini says they have been "met with enthusiasm by customers across the globe." The fully electric Lanzador, however, was canceled recently due to shifting market conditions.Not many young car enthusiasts will have a Lamborghini Urus poster on their wall like those with a Murcielago or Countach, but when it comes down to it, the Urus is the easiest Bull to live with and the cheapest. Cheapest is still a stretch at over $250,000, but that figure makes it cost less than the Ferrari Purosangue (the closest rival) and the coupes in Lamborghini's lineup. If you want Italian thrill and the space to take your kids on a trip, there aren't many other choices. What Urus Options Are There? 2026 Lamborghini Urus SE LamborghiniThe Lamborghini Urus SE is the brand's most up-to-date super SUV, using a 789-horsepower plug-in hybrid powertrain. The usual 4.0L twin-turbo V8 is joined by a 189 horsepower electric motor, which can also provide 37 miles of all-electric range. Lamborghini may say this is all for the eco-concious buyer, but let's be honest. This hybrid powertrain is all about performance with a 3.4 second 0–60 mph time.Lamborghini While it's not the most aggressive, the Urus SE is the most modern-looking of the three options. You can differentiate the SE through its smaller headlights, bigger grille, and simpler lines around the exterior. Lamborghini claims increased heat downforce of 35%, cooling efficiency by 15%, and brake cooling by 30% for this model. 2026 Lamborghini Urus S LamborghiniIt's hard to call the Urus S the basic version with over 650 hp, but it's the least complicated car in the lineup. The 4.0L twin-turbo setup is present, and it can propel this SUV to 60 miles per hour in just 3.4 seconds. It has the older exterior package with bigger lights, although we can predict a facelift coming soon to match the SE.Lamborghini Although we can't see official sales figures, we expect this S version to be the most popular. The trunk has 22 cubic feet of space, and the rear seats are decently spacious for its class. It sits on 22- or 23-inch rims, and you can choose from a range of customization options like a carbon fiber roof and plenty of interior colors. 2026 Lamborghini Urus Performante LamborghiniIf you want to go for the ultimate super SUV from Lamborghini, you'll choose the Performante. It first has the looks to kill – the body features excessive use of carbon fiber to make it look more aggressive and lighten its mass, and there's a small wing at the rear. The inside has the usual "makes you feel like a pilot" aesthetic, though the Performante liberally uses Alcántara and carbon fiber to remind you it's the sporty one.Lamborghini The powerplant is the same, utilizing a 4.0L twin-turbo V8, but this variant goes a step further. There's torque-vectoring, a wider track, and the option for sticky Pirelli Trofeo R tires to make this SUV even quicker to respond when cornering. While we're unsure who is taking this massive SUV to a track day, it'll be the best weapon of choice if you need adults in the back. The Rise Of Super SUVs Moneymakers Of Premium Automakers FerrariWhile the Urus is one of the most famous examples of the super SUV craze, it's definitely not the first. The segment has exploded in recent times with every major manufacturer realizing just how lucrative these practical beasts can be. While it wasn't the first SUV tailored to fast road use, the Porsche Cayenne was one of the first examples of a premium brand lending itself to this type of vehicle. It's practically what saved the company from going under around the year 2000, as buyers didn't have to sacrifice practicality for performance.Now, it feels like every sports car company has gone into this segment, with some famous examples being Ferrari's brilliant V12 Purosangue, and the luxury-focused Bentley Bentayga. Cars like the Mercedes-Benz G-Class also still try to appeal to off-road enthusiasts with technology tailored to keep you going on a trail yet the power to thrill you on a windy road.Mercedes-Benz Of course, SUVs are also great as electric vehicles thanks to their high ground clearance, making space for the batteries. Porsche recently announced their electric Cayenne, and while it may not have the same feeling as the other shouty SUVs, it'll be smoother on your commute. Lamborghini were also planning to release a high-riding electric coupe SUV, but this was canceled before production due to a lack of demand and shifting market conditions.Sources: Lamborghini, Car & Driver
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