Lamborghini Urus in the Flesh at Pebble Beach

Lamborghini Urus in the Flesh at Pebble Beach

Lamborghini is aiming to redefine the entire SUV category with its Urus. By combining exotic styling, a luxurious interior, high-technology, outstanding performance, and everyday usability into one vehicle, the Urus is making quite the stir at Pebble Beach.

This is the first time the Urus has been seen in North America, with the Beijing Motor-Show being the car’s first showing.

The Urus is bringing an impressive 600 hp from an undisclosed engine, and the company says if the concept comes to reality, it will be priced less than the Gallardo and Aventador, aiming to sell around 3,000 units per year.

If those numbers are met, it could mean the brand will double its current business. Expect the Urus to take on other super SUVs like the X6 M and Porsche Cayenne Turbo.

Lamborghini is also claiming that the Urus will have lower CO2 emissions than that of the BMW, Porsche and others. Improved emissions almost certainly have something to do with the mystery engine, but in true Lamborghini fashion, the Urus is incredibly lightweight, featuring carbon-fibre heavy construction. No conventional exterior mirrors will be seen, the SUV will utilize “small and aerodynamically optimized cameras” to monitor traffic conditions around the vehicle.

Performance fanatics will also hear that the Urus will have a low center of gravity thanks to a variable bodyshell height. Adjustable aerodynamic technology include a height-adjustable front spoiler, a deflector on the rear windshield, and an adaptive rear spoiler.

GALLERY: Lamborghini Urus SUV Concept at Pebble Beach