Over 4,000 customers and journalists took part in 12 exclusive events on three different continents, 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 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.
Debut in China
The first stop on this international journey was China where, on April 24, the Urus SE made its world debut 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. The Urus SE continued its eastern tour to Shanghai, Bangkok, Tokyo, and Kuala Lumpur.
American Showcase
America also had the opportunity to host the debut of the Urus SE. The United States, Lamborghini’s top market, welcomed an Urus SE model in New York on April 29 in the heart of the Chelsea Arts District. The Urus SE then moved north to Toronto, Canada, for another event.
European Launch
In May, the Urus SE made its European debut in Italy at the Motor Valley Fest, an annual event celebrating the excellence of the automotive district where Lamborghini is headquartered. Subsequently, the car traveled to the United Kingdom for Lamborghini Day UK, followed by a visit to Dubai. The Urus SE then headed to Germany for an event at Kesselhaus in Kolbermoor, near Munich. The tour ended in France, between Paris and the Côte d’Azur.
Digital Debut
The Urus SE has also continued its journey in the digital realm, debuting on the Roblox platform. This offered brand enthusiasts an opportunity to immerse themselves in Lamborghini’s excellence directly from their consoles. Players could customize their Urus SE in a virtual lounge, reflecting their style with a curated selection of colors and customization options by Studio Lamborghini Ad Personam.
Performance and Features
The Urus SE is set to revolutionize the luxury car market with its thermal and electric ‘two hearts.’ It boasts 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 Urus SE can reduce emissions by 80% thanks to more than 60 km of autonomy, underscoring its decarbonization credentials.
Enthusiastic Reception
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.
1 The vehicle is not yet offered for sale and is therefore not subject to Directive 1999/94/EC. The fuel consumption and emissions data is in the type approval stage.
