After decades of financial instability essentially since the company’s inception in 1963, Automobili Lamborghini finally found long term security at its 35th anniversary when it was acquired by the Audi Group in 1998. During the ensuing twenty years, the company reinvented its products to become the world-class brand it is today, with two generations of new 10 and 12 cylinder supercars, and for the 2019 model year, a sport utility vehicle called the Urus. While it isn’t the first Lamborghini SUV, it has a level of commercial viability aimed at ensuring the long term success of Automobili Lamborghini in a way that the original Lamborghini SUV, the LM002, never could. In addition to being visually stunning, the Urus is dynamically athletic and outrageously fast (0-60 mph in 3.2 seconds), delivering Lamborghini values that its customers expect, and drawing a new category of buyers much as Porsche’s SUVs have for them.