Lamborghini Urus SE: The Ultimate Italian Masterpiece
- hello and good morning welcome to Bologna to the city center here to PIAA Santo Stefano where I am with the Lamborghini Urus SE our new Su SUV who's going to take us through one day to explain everything that there is to know about this fantastic car and I'm here waiting for our chairman and CEO Stefan wierman who's going to join me we're going to start this wonderful day in the best way possible driving the uros SE through bologna going to work to santagata [Music] bologa there he is pres let's not start with the UR first of of all one general question what's the current uh situation of Lamborghini fucho Lamborghini founded our company out of a challenge and this is still part of our DNA today the situation is also different but we are in a big transformation not only in our company and the industry but also in terms of society and we have a clear answer to this and this is always the Lamborghini way so we have the biggest investment campaign in front of us in terms of renewal of the car park and our model s and the briefing was very simple to be
- more performing than the generation before the model before but also more sustainable and what does this mean concretely for the uru sessi but you know we had the strategist called D last year we started with the launch of the first plug-in hybrid of the history of Lamborghini the Lamborghini RTO a huge success on on Earth's level I have to say globally seen and this is the second step the car we presented the Urus and here we are with the most powerful SUV uh with 800 horsepower is the most powerful on the market and also in terms
- of emissions we reduce the CO2 emissions by more than 80% so what do you say should we take the car and we have to go to the office anyway so do you give me a ride yes I would love to let's go let's go say is the first Urus with two hearts no it's the explanation of the best of two world the internal combustion engine with the battery power and in fact now we're using one of the hearts because we are here in this beautiful Park in bologna and we would not be able to enter with an internal combustion engine we nailed to have a super sports
- car in this segment and by driving the car you have the daily usability so the comfort of a daily user uh with the the extreme sportiness of a Lamborghini and this combination is unique in the automotive environment of today Mr wierman as much as I enjoy the electric mode as well should we go out of the park into the City and uh to santagata right let's do it it's already time to go back to the office [Music] thank you thank you welcome to santagata Bon the heart of Lamborghini we're here in front of the historic entrance of the company
- with the Urus SAA now that we've heard what our chairman and CEO had to say about the car about our new super SUV let's hear the other Executives starting with our chief marketing and sales officer federo fosini come follow me since his launch in 2018 the Urus was redefining the segment of the sporty SUV thanks to the incredible design but also to the performance and the driving emotion that was able to deserve to the customer that were driving this car the Urus was a game changer for Lamborghini and it was bringing a lot of new
- customer to the brand at the beginning the first generation of the Urus was able to catch more than 80% of new customer to the Lamborghini brand and now now if we analyze the order Bank of the urusa that is covering the complete 2025 production we have 60 to 70% of customer that are loyal to the brand so they would like to repeat the experience with the Urus and we are still attracting from 30 to 40% of new customer and this is thanks to the product proposition of the urusa with is hybridized power train that is able to
- reach 800 PS top performance and a redefined design with the usus we are giving a very wide opportunity in term of personalization to our customer to make you an example we have more than 100 exterior color and more than 20 color of leather and after hearing about the commercial side of this project we now want to get a look behind the scenes we head into the production line to talk to our chief manufacturing officer Ranier nikoli and the director of the Urus model line Stephano calter welcome to the Urus assembly line the
- introduction of the Urus was an incredible success not only in term of turnover and profitability but also in term of production volumes was also a dramatic change in our industrial footprint we doubl the size of our company colors as you can see plays a major role in the customer configuration of the car we started with 19 colors available and we are drive up to 100 colors with the introduction of the Euros SE we want to go more than 150 colors we change also our paint technology in order to have more quality
- more flexibility and to save up to 15% of pain consumption per car with the introduction of Urus we create a new way of assembly uh the Lamborghini which we call manufactura Lamborghini this is a unique combination between craftsmanship and technical skills of our workers and digitalization and automatization thanks to this flexibility we were able just with some few modification in our assembly station to introduce in a smooth way the Urus SE stano galter is waiting for me at the end of the line let's go there and now
- that you know everything about production stano it's time for a drive but we one the orange one of the blue one the orange of course perfect thank you C so we are starting out to drive the car in Strada hybrid hybrid is available only in strata mode and has been developed to finally and specifically tune the electric engine and internal combustion engine in this way you're getting the best comfort and the maximum efficiency you might might have or you want to have so we expect you to use this driving mode while driving in the
- city while driving on uphill on mountain roads to have some fun but in full Comfort we are now testing another electric performance strategy which is the recharge which is working in Strada sport Corsa and n and this gives you the ability and the capability to recharge the battery up to 80% without losing anything in performance and fun to drive we have developed an additional electric performance strategy which is performance this is available in Strada sport Corsa Terra and Saia in this way you're getting out of the battery
- electric engine and internal combustion engine the maximum performance you can have on this Urus s of course all the driving modes there now are 11 so the six classic one plus the four electric performance strategies do not work only on engine electric engine and uh internal comp engine they do work as well on suspension steering wheel gas padle map shifting Behavior rear differential and rear wheel steering we have a air suspension then are able to lift and lower the car depending on the driving modes and the
- condition of the roads if you're driving in one of the off-road mode you can lift up the car up to 75 mm to overcome any obstacle you might find on the road if you're driving in sport on Corsa we are lowering the car by 50 mm to guarantee you the best performance performance you can have we are driving in sport performance which gives you the maximum fun drive of this car as you can see power over steering is something you can easily do of course we have the maximum performance mode which is Corsa but for this I leave you to ruen
- [Music] and this ladies and gentlemen is our chief technical officer Ruben Moore having fun with the OS sa Ruben hi well the car is your natural habitat right that's where you I love it so the udus SE we say it has two hearts combining sustainability and performance what's your take on this yeah for sure I mean our coping the sustainability is clear therefore we were also let me say introducing the the plin hybrid strategy to reduce the CO2 emissions in this case more than 80% but we always say and this will be always our let me say Mission
- use the electric power also especially to increase the performance so this is a real Performance Hybrid and we improve the reactiveness we improve the overall performance and as you see you can have a lot of fun with the car well seeing is much better than just talking about it so why don't you give it a go and explain a little bit more what you did technically to achieve those goals I will do see you bye this is exactly what I mean I mean we worked a lot on the performance of the car means we have a combined system
- power output of 800 CV with 950 newm of torque but as I always say on Lamborghini it's not only about the performance numbers it's also about the driving experience we have now increased dramatically the dramatically the fun to drive like you can see because now you can really drift the car even on asphalt on dry asphalt and this is possible based on the fact that we changed the four-wheel drive system in the previous car we had the mechanically connected torsson base system and here we have for the first time in the uus we have really
- this hang on system combined with the electronic control limited slip and you see what is possible here this is incredible because based on this we have the opportunity to move the torque from front to the rear and also to control the electronically limited slip rear from the left to the right and this gives us the opportunity to change the driving behavior based on the driving style overall the cooling performance has been improved by 15% and on top we worked also on the throttle response because one thing is the lateral
- dynamics that I explained the other thing is you use now also the electric motor to control the transient behavior and to have the tip in situations like this you have really an incredible response of the engine you don't perceive any lack of the reactiveness and this is exactly what we want to achieve we have more performance we have more driving fun and we have definitively the most exciting Driving Experience in the history of the ORS [Music] gravel driving can be super fun and also here we have really revised all the
- control systems our LD Wii concept really to have the best talk distribution to have a very playful and controllable character of the car even on gravel and snow conditions and on gravel you can really feel like a rally hero you can drift you can have Transitions and everything is very precise and the car is following exactly your driver in so now I hope that based on this you're really looking forward to drive the car I wish you a lot of fun and to be honest I will also have now a little bit fun see you and we're back in santagata bolog to
- talk about the last thing remaining on our list the design of the Udo s and who else will talk about this than our design director Mia Borat for a change though not in his natural habitat the chent of Lamborghini but in our personam Studio where usually our customers come to personalize their dream cars hello everyone I'm here with our beautiful uros SE with the special color I will talk you through afterwards but uh first of all the uros for me in terms of proportion is still a global success in terms of design because the car still
- looks stunning uh because the stance is great 23 in Wheels um but I will see later a little bit the body side first of all this our new front end we have here this power Dome we have the new front that is more three-dimensional with a center Peak large front lights with the latest technology here with the DRL we are taking inspiration from our bull Tail logo and the front is integrating the aerodynamic looking at the side with the iconic triangular air outlet then we have here nice muscles a y shape here and I'm really in.
- love with the rear shoulder of the car looking at the rear also we gave the rear a more three-dimensional shape so also here we are continuing the idea to have the center Peak we have moved in the lower position the license plate in the top we have this iconic y shape of the tailights that we are now embracing and connecting uh with this sportive Grill element where by the way I took inspiration on the Gallard and it's giving a really sporty touch and then together with the diffuser um the exha pipes and our modifications that are.
- guiding into a much better aerodynamical efficiency we have created a rear that is really giving the Urus a very low stance and really sporty proportions one of course of the main pillars of the global success of the Urus is the color and here we have a wonderful Urus SE the color is called blue uranos the color was born with our few of project the Lamborghini San in the special version the Roadster version that was only produced in 19 pieces and blue Ranos was the lounge color so it's a color that for me has a lot of value a.
- lot of depth and it's giving really the Urus a very luxurious and elegant um design the interior design of our new Urus SE is following one philosophy feel like a pilot a super super low seat position a perfect inclination of the steering wheel a slim and lightweight dashboard we are adding always iconic elements such as the new air vents with the hexagonal shape we have reworked the ergonomy we have a perfect inclination of the screens the center one is larger now you can hold your hand here you always touch luxurious material we have.
- now also a new interaction that we call the pilot interaction hexagonal elements the ref counter on the 6:00 position and we have one unique family feeling you know where the positions of all the iconic elements are the same with the Lamborghini rabto and my favorite one of course is always here integrated in our tamburo that is really giving this luxurious feeling and I think everyone wants to touch this button here and start the engine of a Lamborghini and this was in a compressed form the most important information.
- about our new super SUV Urus SA and there's only one more question left after all of this information how could you not feel ready to give it a go I do feel ready all try.
