• by Tanya Gazdik , Staff Writer, August 5, 2024

Editor's Note: This story ran in an earlier edition.

Never have I ever... driven a Lamborghini. 

Yes, it’s true. After several decades of covering the automotive industry, I’ve never had the opportunity. And it’s been on my bucket list for a long, long time. 

The recent weekend I spent with the Lamborghini Urus S exceeded my expectations. It’s not your typical over-the-top supercar, but it is still distinctively Lamborghini, every last inch of it, and it's an unequivocal joy to drive. 

Okay, there are some bits and pieces borrowed from sibling brand Audi, like the steering wheel. But they are all good bits and only add to the vehicle’s usability. I did have to google for how put it into "drive" -- you simply tap the righthand paddle shifter forward.

In any case, it was a head-turner. The neighbors definitely took notice. People at every single stop light gave me thumbs-up, and one small boy whose father was driving a sharp late-model Camaro urged me to “floor it!” when the light turned green. Another young boy asked his mother to drive over to our far corner of the parking lot so he could admire it. 

That’s what you do when you are driving a $310,682 vehicle — you park as far away from everyone else as you can at all times. The base vehicle price is a mere $229,268. But the extras cost extra. Like the $5,467 23-inch rims, and the $13,384 Verde Turbine Lucido paint job (the loveliest shade of green ever.)

Automobili Lamborghini is part of Volkswagen Group AG. The company spent under $100 million on advertising in digital, print, and national TV in the last year, according to MediaRadar.

The company’s founder, Ferruccio Lamborghini, who died in 1993, is reported to have once said: "We don't do commercials because our target audience isn't sitting around watching TV.”

While that’s probably true, a larger contributing factor is more likely that an ultra-high-end niche vehicle -- like any in the company’s lineup -- has a very small target audience, and TV isn’t the place to find them.

The brand shows up in places where  current and prospective owners are likely to be, like the upcoming Monterey Car Week. 

Lamborghini will unveil the successor to the Huracán on Aug. 16 at The Quail, A Motorsports Gathering, the same venue that last year saw the debut of the Lanzador concept car, a preview of the first full-electric model.

The brand also gets itself in front of consumers via collaborations with top designers, like the recently announced swim, beach and resortwear capsule inspired by the beauty of Automobili Lamborghini, designed by Orlebar Brown. 

Both brands share a love of design, a passion for precision, an obsession with technical details and a strong focus on sustainability. The capsule collection includes swim shorts, resort shirts and trousers, polos, T-shirts and luxurious towels.

Back to the Urus. It might not be as flashy as its siblings, but it’s just as capable. Powered by a twin-turbo 4.0-liter V-8 engine that churns out 657 horsepower, it achieves 0 to 60 mph in a mere three seconds. 

It has a top speed of 189 mph, not that I got anywhere close to that on my street drives. No speeding tickets were incurred, but it took constant self-control.  Driving modes include Strada (street), Sport, Corsa (track), Terra (dirt), Sabbia (sand), and Neve (snow).

All the seats are exquisitely hand-crafted, and the back row is very roomy. There's considerable cargo room, with the back seats folded flat, although I can't really imagine taking this to Lowe's to pick up gardening supplies. 

With 3,465 cars delivered to customers across the Americas region, 2023 marked another record year for Lamborghini sales in North America, the number-one market for the company. Units sold globally for the Urus grew from 5,367 in 2022 to 6,087 in 2023, followed by another notable record for the Huracán, of which 3,962 cars were delivered compared to 3,113 in 2022.

The Lamborghini Urus SE, the first plug-in hybrid Super SUV, made its United States premiere in New York earlier this year during a private event at the Lamborghini Lounge NYC, located in the Chelsea Arts District. 

The phrase “Dare to Live More” was plastered across the wall behind the vehicle.

It’s not lip service. A weekend behind the wheel of the Urus S proves that.