Urus SUV to double Lamborghini’s female audience

Lamborghini is set to attract a new wave of buyers to its fold, including significantly more women, with its new Urus SUV.

Officially due on sale in Australia in the fourth quarter of this year, priced from $390,000, Lamborghini's first SUV is expected to attract a 70 per cent mix of customers that have never owned a Lamborghini before.

While historically the Raging Bull brand has been considered a beacon for red-blooded machismo, Lamborghini stakeholders clearly recognise the importance of diversity.

“The female audience will definitely increase with the Urus,” said Andrea Baldi, head of Lamborghini’s Asia Pacific operation.

“At the moment, our female base is about five per cent. With this car, we expect it to grow up to 10 per cent. We are only collecting orders at this time so it is difficult to say but for sure it will bring new customers including women.”

Lamborghini is clearly serious about broadening its appeal and with women heavily influencing discretionary household spending, the new tack has merit.

It also helps explain why the Italian marque recently appointed a female board director – a new direction believed to have been personally sought by Lamborghini chief Stefano Domenicali.

“We are already aware that the female in the house does [drive the buying decision]. Maybe now they will look at Lamborghini,” said Baldi.

“This is something new at Lamborghini; our brand director is a woman. It is the first time we have a female on our board of directors. It clearly shows that Lamborghini is trying to open up to women, and this product, an SUV, is part of that.”

The Urus family appeal is underlined by fitment of four seats, a useable boot area and ISOFIX anchor points, for child seats.

During its usual customer research process, stakeholders found the car’s everyday amenity appealed to both sexes.

“We’ve had several profiles assigned to each presentation but one of the main profiles is women with a family and women with a lifestyle,” said Andrea Ruggiero, area manager for Lamborghini Oceania.