But the auto, which is the first utility vehicle produced by the firm for more than 20 years, has something of a dual personality, straddling the line between sports and luxury.
It features a 650-horsepower, twin-turbo V8 engine and can achieve a top speed of 190 miles per hour, making it the world's fastest SUV, C-Net reported.
The long-awaited SUV fills the gap in the automaker's lineup previously bereft of a utility vehicle.
Inside, the Urus has a slim dashboard inspired by the no-nonsense, military-style LM002 truck. There is also a high end infotainment system and a Bang & Olfusen sound system.
Inside is the premium interior you would expect, with leather upholstery adorning the sport seats in the front, rear bench and dashboard.
John Giunta, a Lamborghini dealer in Sarasota, Florida said, "Now we live in a different world".
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Between 1986 and 1993, Lamborghini built a 4×4 soberly baptized LM002. As has always been tradition at the automaker, the name Urus is derived from the world of bulls: Urus, also known as Aurochs, was one of the large, wild ancestors of today's domesticated cattle. The model could lift the brand's earnings by more than 50% in 2019, Dean said.
Urus could be the entry-level model for Lamborghini and the company has estimated the annual sales around 3,500 which are equal to 2016's combined sales of its Huracán and Aventador.
With the launch of the Lamborghini Urus and the pending arrival of the Aston Martin DBX and Rolls-Royce High Side Vehicle, 29,300 units of luxury SUVs are expected to be sold in 2020. It'll be the last place Jeremy Clarkson thinks of looking for a Lamborghini engine.
"Our target is in one year and a half, we're going to double the volume of this company".
Chief executive officer Stefano Domenicali has often said the Volkswagen Group-owned house is working to soften its tone from the racer-boy image of the past.
Super SUV and stonking performaner. Sufficient appetite for SUVs in China, where the luxury automobile market grew by 54% past year, could make Lamborghini's model a success.