Lamborghini Urus SE Makes World Premiere at Auto China Beijing 2024

Following its unveiling at the Volkswagen Group Media Night on 24 April, the Lamborghini Urus SE made its world public premiere at the Auto China Beijing 2024 motor show. This new-generation Urus, the Urus SE – the first PHEV (Plug-in Hybrid Electric Vehicle) luxury super SUV - features a new design; optimized aerodynamics; unprecedented on-board technologies; and a hybrid powertrain with an output of 800 CV, setting a new segment benchmark in terms of comfort, performance, efficiency, emissions and driving pleasure. The Revuelto, the first super sports V12 hybrid HPEV (High Performance Electrified Vehicle), is also being showcased, while the Huracán Tecnica,  a rear-wheel drive super sports car powered by a V10 engine, is on display in the Ad Personam room.

Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini said, “It is a pleasure to present our latest achievements at this important event in the automotive industry. Twelve years ago, also here in Beijing, I was proud to present the Urus concept car to the world, which created a whole new segment of a super sports car in the body of an SUV. The Urus has become one of the most successful Lamborghini models since its launch, becoming our third pillar within the line-up and proving our far-sighted vision. Now we witness the evolution of the super SUV. As the most powerful SUV on the market, the new Urus SE is the next chapter of our success story, which also marks another significant step in our electrification plan ‘Direzione Cor Tauri’.”

The Urus SE redefines the stylistic canons of a super SUV. New design features include headlight clusters with matrix LED technology, as well as bumper and front grill. The hood adopts a floating design, in line with the design concept of the Revuelto, and the cargo compartment hatch features a Gallardo-inspired design style with the taillight clusters connected with the “Y” lights and the new rear diffuser, harmonizing the rear silhouette. The Urus SE pays homage to classic design while demonstrating enhanced sportiness as a super SUV with innovative concepts. The interior design follows the “Feel Like a Pilot” concept, featuring a 12.3-inch central touchscreen with the new Human Machine Interface (HMI), allowing enhanced interaction between the driver and the digital system. 

The Urus SE also offers incomparable and diverse Ad Personam customization options, with more than 100 bodywork color options and 47 color combinations and four types of embroidery for the interior, proving infinite potential for customers to create exclusive vehicles.

Huracán Tecnica takes center stage in the Ad Personam room

The Huracán Tecnica being showcased in the Ad Personam room combines ultimate design with exceptional engineering that excels both on the road and track. Powered by the naturally aspirated V10 5.2 l engine capable of producing 640 CV and 565 Nm of torque at 6,500 rpm, the model can accelerate from 0 to 100 km/h in just 3.2 seconds. The car in display features a Blu Grifo bodywork color and a special livery from the Ad Personam program, including a black strip running across the front hood and roof. The ignition switch flap is also customized, echoing the color of the car body. The program offers a range of standard and optional color and trim options, encompassing diverse combinations of colors, materials, embroideries, and brand logo to meet the demands of both luxury and dynamic styles. The exclusive options are tailored to each customer's individual preferences.