10,000th Urus Rolls Off Lamborghini Production Line

Looks like the millionaires of the world still have some money to spend. 

In just two and a half years since starting production, the 10,000th Lamborghini Urus Super SUV has rolled off the production line this morning. 

This SUV gamble has paid off immensely for the Italian supercar manufacturer, as this sporty Italian SUV with distinctly Germanic underpinnings has contributed greatly to the Lamborghini’s bottom line. 

Urus 10000

This Urus has been so successful in fact that an entire assembly line in an expanded factory is dedicated to the production of the five seater mid-sized SUV, and has lead other boutique supercar manufacturers like Aston Martin and even Ferrari to consider an SUV option in its lineup to bolster their bank balance. 

Urus Production

The 10,000th Urus is a satin black model with a black on orange interior and comes with the optional carbon fibre package. As with most Urus sold, this one is destined for the export market, in this case Russia. 


To those who can’t afford an Urus and are still lamenting the fact that Lambo sold out to the SUV crowd, remember two things: the Countach V12-engined Lambo LM002 existed and more importantly, more Urus sales = more money for Lambo = more crazy raging bulls on the road.


More information can be found in the press release below:

Sant’Agata Bolognese, July 21, 2020 – Two years on from its market introduction, the Urus, the Lamborghini Super SUV, has reached the important milestone of the 10,000th car. The model with chassis number 10,000, destined for Russia, comes in the new Nero Noctis Matt (black) color, combined with the carbon fiber package and two-tone Ad Personam interiors in black and orange, complemented by carbon fiber components.

In order to enable clients to further express their personalities, in June 2020, a new color collection was presented for the Super SUV, the Urus Pearl Capsule, which, with a two-tone exterior look, offers ultra-bright pearlescent shades with four-layer paint, in line with Lamborghini color tradition – Giallo Inti (yellow), Arancio Borealis (orange), and Verde Mantis (green), combined with glossy black roof, rear diffuser, spoiler lip and other details. The Urus Pearl Capsule comes as an optional extra for Model Year 2021 and is offered together with a wide range of new colors and features.

Since it was first presented in December 2017, the Urus has contributed significantly to the increase in Automobili Lamborghini sales: in 2019, the first full year that the Urus was present on the market, 4,962 units were delivered to customers.

In 2017, in preparation for the launch of the design of its third model, the Automobili Lamborghini headquarters site expanded from 80,000 to 160,000 m2. Manifattura Lamborghini, the assembly line dedicated entirely to the Super SUV, is based on the so-called Factory 4.0 model, which integrates new production technologies to support workers throughout the assembly operations. Manifattura Lamborghini establishes a new production model benchmark characterized by modularity, flexibility, and maximum personalization.

In 2019, a paintshop dedicated entirely to the Urus was opened. Like the production line, the new paintshop is characterized by the use and further evolution of the Factory 4.0 model, which integrates new technologies including AI.

Joshua Chin

Automotive journalist. Professional work on and Personal writing found at Instagram: @driveeveryday

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