• 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.

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A cursory look at the top of the automobile market would suggest that the world's carmakers are gunning it full steam ahead into a new stratosphere of ultra-luxury and high-performance utility vehicles. After all, companies like Bentley and Maserati are preparing to launch their very first crossovers, while established players like Mercedes-Benz and Land Rover keep producing ever more expensive sport-utes of their own. But that's not the case across the board.

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.

The editorial director of EVO, Harry Metcalfe, was at the Lamborghini anniversary gala that saw the launch of the Egoista concept car, and tweeted this bit of news on the Urus: "Lamborghini confirms Urus SUV for 2017 production at tonight's #Lambo50 gala dinner." The Urus, you'll remember, was the concept SUV revealed at the Beijing Motor Show last year and branded "the first Lamborghini for everyday use" by company CEO Stephan Winkelmann. But that would only be if it were produced, and as of De

The Lamborghini Urus super-SUV is, arguably, the most significant debut of the 2012 Beijing Motor Show. Maybe not in terms of sales volume, but at it's a completely new direction for the modern Lamborghini brand (nevermind the LM002 "Rambo Lambo" from the '80s), and moreover, it shows the first glimpse into the new premium SUV architecture that will gradually make its way through the entire Volkswagen Group portfolio.