Why luxury SUVs are taking over the market

Pioneering

To understand this trend, we need to go back in history. It started in the roaring eighties, when Lamborghini, amidst all sorts of turbulence, was the first to take a leap of faith: developing an off-road vehicle with the performance and power of the legendary Countach. This resulted in the LM002, a super-SUV produced just 328 times between 1986 and 1993, of which only 326 were also sold. A risky project that met with little acclaim, but showed Lamborghini’s pioneering spirit.

It was not until August 2002 that Porsche turned the world upside down with the Cayenne. Not only did they bring powerful V8 engines to a midsize SUV, but they also made it accessible to a wider audience without compromising on luxury and performance. Its success inspired competitors such as Audi and BMW to add V8 power to their SUV lines, making the Super-SUV an indispensable symbol for those who desire not only comfort, but also status and progressiveness.

The success of the Lamborghini Urus

Where Lamborghini hit the mark in the 1980s, with the idea that a Lamborghini could not have four doors, they managed a total reversal in 2018 with the success of the Lamborghini Urus. This Super SUV set the new standard in luxury SUVs and redefined how we approach SUVs in the future. With the Urus, Lamborghini not only brought the power of a sports car to a larger vehicle, but also retained all the functionality you would expect from an SUV. With a 4.0-litre twin-turbo V8 engine delivering between 641-657 hp, the Urus offers a top speed of 190 mph and accelerates from 0-60 in just 3.2 seconds.

This performance, previously found only in smaller sports cars, provides an exhilarating driving experience that is anything but typical of an SUV. Moreover, the Urus offers space for five comfortable passengers, a spacious boot and a luxurious interior richly equipped with advanced infotainment.

This image was generated using AI.

With the Urus, Lamborghini has thus not only created a comfortable sports car, but also transformed the world of luxury SUVs and paved the way for a new era of super-SUVs. The success of the creation was immediately visible through a number of 5,750 units in 2018 to 8,205 units in 2019. With these sales, other luxury brands noticed that they could not be left behind.

The shift from speed to comfort

The Lamborghini Huracán reaches 0 to 100 km/h in just 2.9 seconds, while the Lamborghini Urus takes 3.6 seconds to do so. Despite these differences in acceleration, the question remains why consumers are more inclined to buy this powerful SUV.

An in-depth analysis of the Lamborghini Urus reveals several reasons that explain this preferred choice:

1. Innovative technology: The Urus integrates advanced technology derived from Lamborghini’s flagship models, such as the Huracán Performante and Aventador S. Features such as all-wheel steering, active damping and an all-wheel drive system contribute to its remarkable performance.
2. Versatility: With six different driving modes and a customisable EGO mode, the Urus offers unparalleled adaptability. Whether on the track or off-road, the Urus can be adapted to various conditions, creating a unique driving experience.
3. Power and performance: With a powerful 650 hp, twin-turbo V8 engine, the Urus accelerates from zero to 62 mph in just 3.6 seconds, with a top speed of 189 mph. This impressive power-to-weight ratio of 7.45 pounds per horsepower sets a new standard in its class.
4. Distinctive design: The Urus combines elements from iconic Lamborghini models such as the Countach and LM002, resulting in a visionary expression with extreme proportions. Its distinctive appearance sets it apart from other SUVs on the market.
5. Heritage and legacy: The Urus honours Lamborghini’s history while embracing modern innovation. Named after an extinct breed of cattle and serving as the successor to the legendary LM002, the Urus embodies Lamborghini’s heritage in creating pioneering vehicles.

All in all, the Lamborghini Urus offers a unique combination of performance, versatility, distinctive design and heritage, making it the preferred choice for enthusiasts seeking the ultimate super SUV experience.

For the long or short term?

If we look at the figures of other luxury car brands with even more detail, we see that the growing trend in sales for them has also been seen since they launched an SUV. Rolls-Royce, for instance, introduced the Cullinan, their SUV, in 2019 and since then has seen a huge increase, resulting in an all-time high of 6,021 vehicles sold in 2022, up 8% on the previous year, and a further slight increase to 6,032 cars in 2023.

Aston Martin produced their DBX from 2020, triggering a significant increase in sales, with more than 3,000 units sold in the previous year. It is important to note that the decline in 2020 is due to the impact of COVID-19 on the auto industry.

Although this data covers only a few years, Lamborghini’s continued success suggests a long-term trend for Super SUVs. From 2017 to 2022, Lamborghini’s US sales figures rose steadily, recording significant increases in 2018, 2021 and 2022, all since the introduction of the SUV. To further illustrate this upward trend, Figure 1 shows these three trends.

Figure 1: Percentage growth in sales of Lamborghini, Aston Martin and Rolls Royce.

A permanent shift in automotive

In short, the rise of super SUVs marks a remarkable shift in the automotive world, with comfort and sportiness becoming synonymous with luxury. The Lamborghini Urus, Aston Martin DBX and Ferrari Purosangue illustrate this trend, backed by impressive sales figures at leading supercars. With innovative technologies, versatility and power, these vehicles embody a new definition of driving pleasure.

Although some were hesitant, the continued success of these super-SUVs points to a long-term trend in the automotive world, with super-SUVs becoming an established category within high-end automobility.

Embrace the future of luxury and comfort!