Lamborghini & Bentley Unveil SUV Concepts as Chinese Demand Rises

This week, Lamborghini followed their predecessor Bentley, and unveiled their first SUV concept in over twenty years at the Beijing International Auto Show. Introduced as the Lamborghini Urus; an extinct breed of bull, this concept is a 600-horsepower SUV, 16 feet in length and 5.5 feet high. Although it is still a concept, the attention behind the Urus previews great success for Lamborghini if they choose to release it.

Recently there has been a surge in SUV sales in China, as many wealthy Chinese have set their incomes on attaining bigger, greater, and more expensive cars. In fact, in the past year alone, about 2.1 million SUV’s were bought by the Chinese. Many believe that Lamborghini hopes to capitalize on this recent surge and interest from the Chinese market.

Stephan Winkelmann, CEO of Volkswagen AG, Lamborghini’s parent company, said in a company release that they plan on selling 3,000 units of the Urus a year. They plan on doing this with no difficulty as they “maintain their core values of being uncompromising, extreme, and Italian”.

Although markets deem that if released, the Urus will do quite well amidst the wealthy car lovers around the world, they will be facing competition as Bentley has also unveiled their new SUV class.

For many years, Bentley had made public statements that they were not interested in releasing a SUV model, ever so recently this changed when in March they released their EXP 9 model at the Geneva Motor Show. It is a 6.0 liter, V-12 engine, and mimics a classic Continental shape with incredibly large headlights and air intakes in the front, not to mention a sticker price well north of $200,000.

Bentley is rumored to be releasing this SUV model for the same reason as Lamborghini; in order to attract the growing Chinese market as demand for luxury SUV’s is rising, and they don’t want Porsche with its Cayenne model to have all the fun.