Over 4,000 customers and journalists took part in 12 exclusive events on three different continents: just some of the numbers marking the debut of the Urus SE1, Automobili Lamborghini’s first PHEV (Plug-in Hybrid Electric Vehicle) Super SUV. From China to America and passing through Europe, the Urus SE embarked on a veritable world tour, gracing the stages of the most renowned cities and capturing the attention of guests and journalists. But the Urus SE’s journey does not end here: it will soon be on its way to other corners of the world, continuing the opportunity for clients, enthusiasts, and media to appreciate its iconic and essential design.
The first stop on this international journey was China where, on 24 April, the Urus SE made its world debut, attracting interest and curiosity from those present at the Beijing International Automotive Exhibition. During the event, more than 400 journalists had the opportunity to admire the hybrid version of the Super SUV up close, after which this particular car continued its eastern tour: first to Shanghai, passing by the Royal Palace in Bangkok, then on to vibrant Tokyo and, on 4 June, to the capital of Malaysia, Kuala Lumpur.
America also had the opportunity to host the debut of the Urus SE. The United States – the first market in terms of sales for Automobili Lamborghini – was the second country to welcome an Urus SE model, with an event organized in New York on 29 April in the heart of the Chelsea Arts District. From the sophistication of the ‘Big Apple’, the Urus SE moved north to the second stop on the American continent, for an event in the metropolis of Toronto, Canada.
In May, the Urus SE made its European debut in Italy at the Motor Valley Fest, the annual event that celebrates the excellence of the automotive district in which Automobili Lamborghini is headquartered, and a fitting first European venue for the new Italian Super SUV. Subsequently, the car traveled to the United Kingdom for the second edition of Lamborghini Day UK, and then landed in the Middle East in the setting of the One & Only One Za’abeel in Dubai.
The Urus SE then headed to Germany, with an event at the atmospheric Kesselhaus, the former power station of the former cotton mill in Kolbermoor, near Munich. The tour ended in France, between Paris and the Côte d’Azur, where guests had the opportunity to discover the car in a luxurious and convivial atmosphere, enjoying spectacular views of the Mediterranean Sea.
The Urus SE has not limited itself to the physical world but has also continued its journey in the digital realm. The car has debuted on the Roblox platform, offering an unprecedented opportunity for brand enthusiasts to immerse themselves in Lamborghini’s excellence directly from their consoles. In an exclusive virtual lounge, players could customize their Urus SE, making it unique and reflective of their style, thanks to a curated selection of colors and customization options by Studio Lamborghini Ad Personam.
The Urus SE is a model aiming to revolutionize the luxury car market. Thanks to its thermal and electric ‘two hearts’, the Urus SE can boast 800 hp of power and 950 Nm of torque, with acceleration from 0 to 100 km/h in 3.4 seconds. In electric mode, the ‘second heart’ allows the Super SUV to reduce emissions by 80 percent thanks to more than 60 km of autonomy endorsing the Urus SE’s decarbonization credentials.
The Urus SE enchanted the public with its outstanding performance and distinctive design, receiving a wide positive response from customers, resulting in an order bank covering almost one year. The new Automobili Lamborghini model debuted on the global stage in style, with a world tour that attracted thousands of people and built up huge expectations around the car before it even starts production.
