The Lamborghini Urus Super SUV is celebrating four years since its international launch on 4 December 2017 at the Sant’Agata Bolognese headquarters. The third super sports car model alongside the Aventador and Huracán, opened up a new segment of luxury cars: the Super SUV, positioning itself as a reference point in terms of power, performance, driving dynamics, design, luxury, and everyday usability. The Urus also kicked off the greatest period of transformation for Automobili Lamborghini, with the Urus taking off during the last four years to become a major player in the SUV segment. Thanks to the Urus, sales, turnover and profitability reached unprecedented levels in the brand’s history. Turnover grew year on year, with 40% growth from €1,009 million to €1,415 million in 2018, the year sales of the car began, reaching a peak of €1.81 billion in 2019 and €1.61 billion in 2020 (COVID period): the year of record profitability for the company.