Lamborghini has announced that it has delivered the 200th Urus unit in India, with the SUV accounting for nearly 50 percent of all Lambos ever sold in the country. It took the brand just under four years to reach this milestone, and it translates to a delivery rate of one Urus per week – the same rate of delivery Lamborghini had with the Urus before the global pandemic.
- Over 80 percent Urus buyers are first-time Lamborghini customers
- Urus is driving sales for Huracan and Aventador as well
- Current waiting period is between 8-12 months in India
Lamborghini Urus' sales in India
Back in March 2022, Lamborghini India said it had sold 400 cars since it began its operations in 2007. The Urus was launched in India in January 2018, with the deliveries starting the following September. In March 2021, it crossed the 100-unit sales milestone, which means the next 100 Urus units were sold in just 16 months.
This may suggest an accelerated demand for the SUV, but while speaking to Autocar India, Sharad Agarwal, head of Lamborghini India, admitted that the lopsided figures are largely due to “carry over demand” from the pandemic year that were fulfilled over the past 16 months.
This Urus has been instrumental in bringing in new customers as “80 percent of Urus buyers are first-time Lamborghini buyers,” said Agarwal. It has also helped the brand reach beyond Tier I cities – the typical market for such super-luxury SUVs – as the Urus has also found homes in Kanpur, Lucknow, Bhubaneswar, Daman, Udupi, Shillong and Guwahati.
The average waiting period for Lamborghinis across the range is currently between eight to 12 months in India.
Urus driving sales for Lamborghini’s super-sports cars
Incidentally, the Urus has also been driving sales for the Huracan and the Aventador in India. Some Urus buyers have come back wanting to experience Lamborghini's super-sports cars, Agarwal said, adding that this has been facilitated by interactions within the Lamborghini India community as well as experiential programmes organised by the brand.
“For instance, we did the Giro India drive last year where we drove 50 Lamborghinis from Delhi to Shimla. This communicates a very strong message that you can drive a Lamborghini on many roads across the country," he added.
Lamborghini in India: Personalisation is key
Personalisation, of course, is much sought after in this end of the market, and for Lamborghinis, it makes for up to 20-25 percent of a vehicle’s price. Agarwal revealed that flamboyant exterior colour options are the Indian buyer’s favourite extras, along with coloured leather upholstery, contrast stitching and even the optional driving modes are quite popular. The Urus comes with three on-road drive modes as standard, while the off-road modes (Terra, Sabbia and Neve) are optional extras.
The Urus will see fresh competition in the super-luxury SUV segment from chief rival Ferrari with the Purosangue in the coming months. When asked about how Lamborghini is looking at this competition, Agarwal asserted that this will only help to tap into the unlocked potential of the segment. "I am only looking forward to newer models coming into this segment because it will help all of us grow," he added.
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