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A sense of proportion

By Mitja Borkert

Passion, craftsmanship and innovation are the defining aspects of Automobili Lamborghini’s design aesthetic

Lamborghini’s story is that of a dream coming true. And our attempt has always been to raise the bar of revolutionary thinking and innovative design in the realm of super sports cars, by creating models with unique and exciting personalities of their own.

The clear-cut proportions show both the power and the dynamics that those engines are an expression of neat edges, sleek lines and flat surfaces seamlessly exhibiting minimal design.
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The dream of our founder, Ferruccio Lamborghini, was to make the perfect car. He had devised a simple yet effective method to realise the impact that the design of his cars had – while driving, he paid careful attention to the passers-by, if they did not turn around in amazement, then the car’s style was simply not attractive enough. And now, in just 50 years, Automobili Lamborghini has become a brand that manufactures the most coveted super sports cars in the world.

What makes Lamborghini and its design aesthetic stand apart in the global arena is the brand’s commitment to innovation and cutting-edge technology, and its faithfulness to the sporty DNA and elegance of the Made in Italy product. Indeed, Lamborghini is a place where dreams are made in the form of iconic sports cars, timeless masterpieces and cars such as the Aventador and Huracán, that have set the benchmark for sports cars across the world. With the Aventador and Huracán series in particular, we have further perfected our innovative statement of style. The clear-cut proportions show both the power and the dynamics that those engines are an expression of. Neat edges, sleek lines and flat surfaces seamlessly exhibit minimal design. This purist style is enhanced by a great passion for detail cherished by all our designers in Sant’Agata Bolognese. A quintessential Lamborghini must have the most extreme proportions, and the Lamborghini Urus, our most recent launch, has outstanding proportions that carry forward the brand’s design signature.

The Urus imbibes all our brand values - its design is pure, visionary and cutting-edge, making it a truly innovative product. The automobile embodies a visionary approach to creating a Lamborghini around the concept of the most versatile of vehicles - the SUV. Our design elevates the SUV to a higher level - the Urus is a super SUV. It is a true Lamborghini in design, performance and driving dynamics, and in being suitable for driving in a range of environments.

For the Urus, we drew inspiration from two earlier Lamborghini models - the Countach and the LM002. From the Countach, we took everything that is important for the design DNA of the brand. The Urus’ profile and the strong angle of the side windows, for instance, have been derived from the Countach. Also, as a less obvious nuance, the two cars also share a pattern of diagonal lines that can be seen when they are viewed from the rear. Another very strong influence was the LM002. Its wheel arches and strong front hood are among the elements that find echoes in the Urus, along with a small triangular air outlet inspired by its counterpart on the LM002. While we have drawn inspiration from these two earlier models, we have nevertheless designed the Urus to be a dynamic expression of the Lamborghini design aesthetic.

Born in a state-of-the-art factory, the new Industry 4.0 assembly line, dedicated entirely to the Urus super SUV, integrates production technologies that characterise the five basic principles of Manifattura Lamborghini: craftsmanship, competence, production, ergonomics and safety. This is where the luxury vehicle is turned from concept to glorious reality using skillful craftsmanship, advanced automation and cutting-edge technology. The Urus boasts a stunning array of features and a power-packed 650 horsepower under its stocky hood, thanks to a twin-turbo V-8, that makes it quite possibly the world’s fastest SUV.

Time changes form but not substance, and the key to the enduring success enjoyed by Lamborghini lies in the attention to design detail and the constant search for innovative solutions, that have together made the luxury car maker one of the most iconic brands in the world.


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