Urus 6×6 Lamborghini Hints at Even Crazier Special Editions
Urus 6×6 Lamborghini Hints at Even Crazier Special Editions, as the Sant’Agata-based automaker plans to double down on its reputation for extremism. Following the enthusiastic reception of the Huracán Sterrato, Lamborghini’s sales and marketing boss, Federico Foschini, revealed to Autocar that the brand feels it hasn’t fully explored its potential for wild, surprising special editions. This means V12 supercars like the Revuelto and the high-riding Urus SUV could receive similarly extreme upgrades, pushing the boundaries of what consumers expect from luxury performance vehicles.
Lamborghini Wants New Special Editions To Surprise and Delight
Lamborghini has long been synonymous with audacious design and exhilarating performance. Foschini indicated that while the Huracán Sterrato (an off-road focused supercar) was wildly successful, it only scratched the surface of the brand’s creative possibilities. The positive market response has given Lamborghini the impetus to delve deeper into “surprising and crazy ideas” for future models, viewing the “STO and Sterrato labels as providing immense opportunities.”
“I think that we even didn’t leverage enough on the opportunity, because you can do a lot of stuff with the Sterrato; and I think that in the future, for sure, we can introduce a certain moment in time this opportunity,” said Foschini. He further hinted that the “Sterrato flavor” could be applied to more models, stating, “We know that this is ready; the market is there,” and that Lamborghini simply needs to execute these bold concepts.
The clear directive is: “We don’t only want to upgrade, we want to surprise.” These upcoming special editions are unlikely to be limited to the “entry-level” Temerario supercar. The V12-powered Revuelto flagship and the popular Urus SUV are also being considered for unexpected special treatment. Imagining the possibilities for the Urus, Foschini playfully hinted at concepts beyond the ordinary, perhaps “lowering it and turning it into a limited-edition two-door, or maybe even add another axle and a truck bed like the Mercedes-AMG G 63 6×6.” This highlights Lamborghini’s commitment to exploring “crazy things in all dimensions.” The brand has a history of turning concepts into reality, referencing the Urus’s Pikes Peak record and a racing-focused Urus variant.
Exclusivity Remains Key To Lamborghini’s Success
Despite the desire for more frequent and wild special editions, Lamborghini remains committed to maintaining exclusivity, a cornerstone of its brand identity and success. Foschini explicitly stated, “We want to keep the exclusivity.”
Recent special editions from Lamborghini reinforce this strategy:
- Fenomeno: Limited to only 29 examples.
- Huracán STO: Estimated at around 700 units produced.
- Huracán Sterrato: Restricted to 1,499 units.
This pattern suggests that future special editions from the Sant’Agata stable will also be produced in similarly limited numbers, ensuring their desirability and collectible status. The real challenge for Lamborghini now is how to continuously surprise a world that already expects the extraordinary from its creations. Will we see an off-road Revuelto, or a race-bred Urus? Only time will tell what extreme innovations Lamborghini has planned next.
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