The Lamborghini Urus Is the Fastest SUV on the Market

Lamborghini launches world's fastest SUV – and it's stunning

Lamborghini launches world's fastest SUV – and it's stunning

"The Urus elevates the SUV to a level not previously possible, the Super SUV".

Auto manufacturer Lamborghini unveiled its new luxury SUV model, the Urus, at its headquarters in Sant'Agata Bolognese in northern Italy earlier this week.

It will reach a top speed of 305kmh, can go from zero to 100kmh in 3.6 seconds and brake from 100kmh to zero in 33.7 metres, according to company officials.

Mr Domenicali, the former head of Ferrari (Xetra: 30092157.DE - news) 's Formula One team, said he did not believe the company was late to the SUV market despite Porsche, Jaguar and Bentley already having their own versions.

The five-seater SUV features a 4.0 litre V8 twin-turbo engine and has 650-horsepower.

He said the SUV was inspired by two emblematic models from the past - the LM002 that was the company's first foray into SUVs (it was dubbed the Lamborghini Truck), and the distinctively wedge-shaped Countach sportscar of the 1970s and 1980s. But the dimension of the market for SUV is huge.

While SUVs have become more popular recently, high-end SUVs have garnered even more attention as sales for this type of vehicle have more than quadrupled since 2010, from 4,700 units to nearly 21,000 units in 2016, thanks in part to the Mercedes G-Class and the Bentley Bentayga, according to IHS Automotive.

Analysts expect the broader market to expand a further 30 percent by 2020, although the ultra-expensive super SUV sector will represent only a tiny niche part of the increase.

In 2016, almost 21,000 super-SUVs were sold, up 346 percent in five years, according to IHS Markit. The first models will be registered next year.

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