According to a recent report from Autocar, Audi still won’t give final approval for the Urus because it thinks customer demand will evaporate by the time Lambo can get it into production.
The main purpose of an SUV is to boost sales, but some Audi officials are reportedly concerned that the global economy is still too weak to support significant demand for the Urus, which will likely be one of the most expensive SUVs on the market.
Audi is particularly concerned that turmoil in the Middle East will curb demand n a key region for high-end car sales.
This conservative outlook contrasts the views of other carmakers, including within the Volkswagen Group itself.
Bentley is planning to launch an SUV of its own, also in 2017, and is confident it will boost sales. Rolls-Royce sees so much customer demand for an SUV that it’s developing one even though people in charge of the company don’t really want to.
Even if sales turn out to be as low as Lambo’s supercars, the Urus should still prove highly profitable, because it will be based on existing VW Group components.
Instead of the normal Lamborghini V10 or V12, the Urus may also get a more normal powertrain based on something from the VW Group parts bin, with possible diesel and hybrid options.
- Best car brands
- Every car compatible with Apple CarPlay
- Who made my car? A comprehensive guide to today’s car conglomerates
- The best convertibles
- Volkswagen teases Project Trinity flagship electric car