• The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • President of Lamborghini, Stephan Winkelmann, launches the new Lamborghini Urus at the Volkswagen Group Night in Beijing, China, April 22, 2012.
  • President of Lamborghini, Stephan Winkelmann, launches the new Lamborghini Urus at the Volkswagen Group Night in Beijing, China, April 22, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
  • The new Lamborghini Urus at the Beijing Auto Show in Beijing, China, April 23, 2012.
If and when the Urus project is finally approved for production, it will take Lamborghini into not one but several new territories. For one, it will be the company's first SUV since the demise of the LM002 in 1993. It'll also be the company's first front-engined model since the demise of the Jalpa and Espada in the late '70s, and its first model to offer hybrid and turbocharged powertrains in, well... ever. Just don't expect it to be its cheapest model.

According to Motoring.com.au, in speaking with Lamborghini sales and marketing execs, the Urus "will be priced similarly to the Huracán," which is currently the Raging Bull marque's entry-level model. That doesn't mean, necessarily, that the Urus (pictured above in Beijing alongside the previous Gallardo) couldn't undercut the Huracán's price slightly – especially since it will likely offer more than one engine option – but don't expect it to come cheap.

The Huracán starts in the US for $237,250. If, as reported, the Urus commands a similar price, that would make it the most expensive SUV on the market. That is, at least, before other high-end rivals from the likes of Bentley and Maserati get into the game.


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