Photo Credit: Jae Park via Pexels (Lamborghini) and Adobe Stock (background.)
Why is the Urus so expensive? The Lamborghini reputation, performance parts, and large size.
Lamborghini unveiled the Urus in 2017 and started selling it the next year. It sold like crazy, quickly becoming Lamborghini’s best-selling model ever.
The Lamborghini Urus is an ultra-luxury, ultra-performance SUV that is sure to take any ride to the next level. It is powered by a twin-turbocharged 4.0-liter V8 engine that produces 641 horsepower and 627 lb-ft of torque. It has a top speed of 190 mph and can accelerate from 0-60mph in just 3.6 seconds. It also features adaptive air suspension and active roll stabilization for superior handling while not sacrificing ride comfort.
The interior of the Urus is luxurious and features a plethora of high-tech features such as touchscreen infotainment displays, climate control, and a panoramic sunroof. With its sleek and stylish design, it stands out from the crowd and provides a truly unique and exhilarating driving experience.
All of this plus the prestige of the Lamborghini brand comes at a steep cost.
The base price of a Lamborghini Urus is $229,495 (USD)
The price of the Lamborghini Urus ranges from 229,495 USD base price to 264,671 USD for the top-of-the-line Performante model.
That is quite expensive given that there are luxury SUVs that can be purchased for $60,000 (USD). Even the Audi RS Q8 which shares the same platform, engine, and many performance features costs nearly half as much $121,095 (USD).
And that is Lamborghini’s manufacturer’s suggested retail price (MRSP), but in the real world, dealers were marking up the Urus by nearly 20%.
Dealer markups for the Lamborghini were $40,000 (USD) or more if they had a Urus on the lot. The prices of luxury performance SUVs, particularly the Urus and the Mercedes AMG G 63, spiked recently because of dealers bidding each other up because of perceived shortages.
What gives? Why is a Lamborghini Urus so expensive?
The Lamborghini Urus is undoubtedly an ultra-premium SUV with an extravagant price—two to three times more expensive than luxury SUVs. However, compared to ultra-luxury SUVs like the Aston Martin DBX, Bentley Bentayga, and Ferrari Purosangue, the Urus’s price is reasonable and offers an exceptional level of performance without sacrificing comfort.
The Urus is made with only the best materials, and more than half of the price can be attributed to its exotic materials. The Audi RS Q8—which shares the Urus’ platform, engine, and many performance parts—costs $121,095 (USD), leading to the nickname: “bargain Urus”. Despite the RS Q8’s lower price, it does not possess the prestigiousness of the Lamborghini brand.
Ultimately, the biggest factor in the Urus’ high price is its exclusivity and prestige, which certainly justifies its level of performance, comfort, and luxury.
We go into more details later on in the article.
Is the Lamborghini Urus expensive compared to other luxury / performance SUVs?
The price of the Lamborghini Urus is hard to believe when comparing it to other luxury sport utility vehicles (SUVs). The starting price of the Urus is 4 or 5 times the cost of other SUVs even from premium brands such as Porsche, BMW, Audi, and Genesis.
The Lamborghini Urus’ price is right in line with the ultra-luxury SUV segment that includes the Aston Martin DBX, Bentley Bentayga, and the upcoming Ferrari Purosangue.
The ultra-luxury SUVs offer all the technology and comfort amenities of a luxury SUV, as well as coming from a prestigious marks like Lamborghini, Aston Martin, Bentley, or Ferrari. For high-end buyers, their vehicles must be a cut above the vehicles you would typically find in a parking lot. You may come across quite a few Audi SUVs, but a Lamborghini SUV is a rare occasion.
Lamborghini Urus vs. Audi RS Q8 vs. Porche Cayenne Turbo GT
As of the model year 2022, the Urus, RS Q8, and Cayenne Turbo GT are very similar, but the Lamborghini is significantly more expensive.
|Model Year||Make||Model||Base Price (USD)|
|2022||Porsche||Cayenne Turbo GT||$182,150|
The Urus, RS Q8, and Cayenne Turbo GT are manufactured by Volkswagen AG which owns all three brands. All of them are the top-of-the-line, performance-oriented SUVs from their marks. All of them are large SUVs. All have sloping rear windows or “fastbacks.” They all feature performance parts and materials such as carbon fiber bodywork, large rims, and massive brakes. They all have the same turbocharged V8 engine, although the engine is tuned to make more power in the Porsche and Lamborghini further still.
The shared turbo V8 in the Audi makes the least power (591 hp), the Porsche slightly more (632 hp), and the Lamborghini the most (641 hp). Despite having slightly less power, the Porsche goes faster around the Nürburgring. (This may change when the upcoming Lamborghini Urus Performante drives the Nürburgring.)
The Nürburgring is a famous race track in Germany. Track times around the Nürburgring are important as they measure a car’s performance and the skill of a driver, and can be used as a benchmark to compare different cars and drivers. Brands use a model’s tack time as a badge of honor and a marketing tool.
The Urus and the RS Q8 share a platform, while the Porsche Cayenne is on a different platform it shares with the VW Toureg.
Which to buy depends on budget, taste, and availability. All of them are exclusive models and will need to be specially ordered, but your local market may have one available. The styling of the Urus, both interior, and exterior, is far more aggressive than the Porsche and Audi.
What is so special about the Lamborghini Urus?
Owning an ultra-premium SUV from one of these brands is a sign of wealth and success.
Driving a Lamborghini Urus is a great way to show that you are a cut above. Prestigious vehicles are often seen as symbols of power and status and can be used to impress potential business partners, clients, friends, and family members. Prestigious vehicles also offer superior performance, comfort, and luxury, making them a great way to travel in style.
A Lamborghini SUV bestows all the prestige of a Lamborghini supercar without the impracticalities and extensive maintenance.
Ultra-premium SUVs are designed and specced to offer superior performance and handling.
The high-output engine of the Urus as well as the four-wheel-drive system is expensive, but similarly capable powertrains can be found in far less expensive SUVs such as the Porsche Cayenne Turbo GT. But the Urus takes performance to the next level with exotic, weight-saving materials such as carbon fiber. The Urus is 253 lbs (115 kg) lighter than the Audi RS Q8 which shares its chassis.
Carbon fiber is a key material in the construction of high-performance vehicles, as it is lightweight yet strong and extremely durable. This makes it a great choice for cars that need to be light and fast, while also rigid and durable. Carbon fiber is also aesthetically pleasing, with the grey and black weave under gloss or matte coating. But it is very expensive on a per-part basis.
The Lamborghini Urus comes with performance parts such as extremely large wheels, Perrelli P-Zero tires, 4-wheel active steering, and active air suspension. These parts are not cheap to design and produce, especially in the relatively small quantities Lamborghini does compared to manufacturers like Audi.
All of these performance upgrades aren’t for show or bragging rights. The Lamborghini Urus ran the quickest lap around Virginia International Raceway during the Car and Driver Lightning Lap event.
If desired, salespeople help people buy an ultra-premium SUV with a unique set of colors, finishes, and options to create a one-of-a-kind vehicle.
For wealthy buyers, buying bespoke items is an important way to stand out from others in their social circles. Bespoke items are made to the buyer’s exact specifications, allowing them to express their style and taste. A bespoke item is a sign of wealth and success and allows wealthy buyers to show off their status and exclusivity.
The factory can build a Lamborghini Urus with a unique combination of materials, colors, and finishes. They will even consider custom items… for a price. Lamborghini calls this the Ad Personam program.
Ultra-premium SUVs have distinctive and high-quality designs on the exterior and interior.
The Lamborghini Urus is designed to be a bold and powerful statement. Its exterior styling is sleek and aggressive, with muscular contours and sharp lines that hint at the power under the hood. The front of the vehicle has a large, aggressive grille and a wide stance that gives it a sense of presence on the road. The rear of the vehicle is also muscular and features quad exhaust tips and a diffuser referencing the Huracán and Aventador.
The interior of the Urus has a distinctive and sporty design when compared to the straightforward designs of the cabins of other premium SUVs. The Urus can be equipped with lux leather, black with aluminum accents, or sporty patterns and brightly colored accents.
Luxury SUVs from these brands are built with the highest quality materials.
Ultra-luxury SUVs from these brands come packed with luxurious features such as premium leather seating, high-end audio systems, and state-of-the-art technology. The Lamborghini Urus fulfills this with leather or Alcantara, Bang & Olufsen Sound System, and a multi-touch infotainment system.
While you can find luxurious and well-appointed interiors in luxury SUVs that are half the price, you don’t have to worry if corners were cut in the Lamborghini Urus. Only the best of everything.
Purchasing an exotic vehicle can be an investment that can maintain its resale value or even appreciate in the future.
Some low-mileage, well-maintained Lamborghini models can increase in value over their purchase price. Lamborghini supercars lose some of their value in the first few years, then bounce back decades later. They can be sold to wealthy enthusiasts who want to experience driving one, car collectors who want to display them, or institutions like museums.
It is to be seen whether the Urus will be selling for premium prices. Part of the reason exotic cars maintain their value is that manufacturers don’t make many of them. But Lamborghini makes more Urus units than Huracáns and Aventadors combined, over 5000 per year. Limited edition versions of the Urus, like the Performante, have the best chance of appreciating in the future.
But, the Lamborghini Urus’ resale value is high, with used models being listed with a price within 10% of a new model.
“On average, the Lamborghini Urus depreciates $17,600 per year. First-year depreciation stands at $34,000 followed by $14,000 the year after,” says Kiron Menon in an article on Hotcars. “For comparison, a Bentley Bentayga V8 depreciates $29,500 per year on average while the Porsche Cayenne Turbo loses $32,000. First-year depreciation for the Bentayga is a staggering $42,000, although it was expected for a $200,000 SUV.”
The Lamborghini Urus has an ultra-premium price but backs it up with a prestigious mark, only-the-best materials, and performance without sacrificing comfort.
The Lamborghini Urus base MRSP of $229,495 is two to three times more expensive than luxury SUVs. But the price is reasonable compared to ultra-luxury SUVs, such as the Aston Martin DBX, Bentley Bentayga, and Ferrari Purosangue.
The Urus is a large SUV made with some exotic materials. This makes up more than half the price; the Audi RS Q8, which shares the Urus’ platform, engine, and many performance parts, costs $121,095 (USD). People call the RS Q8 the “bargain Urus”, but it is really the Urus without the prestigiousness of Lamborghini.
The biggest contributor to the high price of the Urus is the prestige and exclusivity associated with the Lamborghini brand. Lamborghini does provide the best in performance, comfort, and luxury for that high price. Performance parts like the active air suspension do not sacrifice comfort and drivability for track performance – Urus SUV buyers get both.
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