They have blended Italian luxury with the latest technology, so you get the digital instrument cluster and two touchscreens in the centre console, one for infotainment and the other for things such as climate control and seat adjustment.
You also get the Tamburo, a word meaning drum. This dominates the space between the driver and passenger, with the hidden start button flanked by driving mode controls. These provide settings for performance modes and for changes in surface conditions. Lambo is insistent this is a true on and off-roader. There is also an "Ego" button, which allows you to save your own personal settings.
The Urus "needed to be dynamic on the track but also as capable on gravel, like a rally car and to be able to surf dunes and drive on snow and ice", says Maurizio Reggiani, head of research and development.
There are also new features for Lamborghini. The Urus has rear-wheel steering which Reggiani says can make the car feel "as if the wheelbase can be dramatically shortened". There is a new central Torsen differential which shifts up to 60% of the torque to the rear wheels in normal mode and can send 70% to the front or 87% to the rear depending on the conditions it senses below the Pirelli tyres.
This is the first SUV to feature wheel sizes up to 23 inches. It is the first Lambo with an automatic transmission, an eight-speeder. There’s a new five-link rear suspension setup, although it has been adapted from that used on the Audi SQ7 and Porsche Cayenne.
When the Urus arrives in SA in late 2018 it will have a price tag of R3,767,700. The order books are open. It is unclear who will fulfil those orders, though, because Lamborghini is still to appoint a new SA distributor with the contract with Imperial Automotive ending.
Domenicali is confident the Urus will deliver on the business requirement to double sales, but there is more competition coming down the line.
Rolls-Royce is finalising its Cullinan, Ferrari is working on its own super sporty SUV and Aston Martin is working on the DBX. If you think they all seem extravagant in a market that is supposed to be downsizing, fear not, because the Urus, like many of its rivals, has been engineered for future technology including a plug-in hybrid system.
It seems everyone is running with the bulls.