The $200,000 SUV is the second off-roader in the automaker's history and is projected to double Lamborghini's combined annual sales.
The Italian supercar manufacturer says the first of its hybrid vehicles will be its new Sports Utility Vehicle, the URUS, unveiled on Monday and dubbed by the brand the world's first super-SUV.
"One Urus we played around with had a Vbox data logger in it, and using launch control I was able to pop off a 3.59-second 0-62 miles per hour run", he wrote, noting that Maurizio Reggiani, Lamborghini's director, managed a time of 3.43 seconds.
In direct competition with the Bentley Bentayga and the versions most exclusive in the Porsche Cayenne, the Urus uses a twin-turbo V8 4.0-liter developing 650 horsepower and 627 pound-feet of torque.
The Urus is also available with carbon ceramic brakes, adaptive air suspension, and six different driving modes. Deliveries of the Urus start in Spring 2018. This being Lamborghini, upgrades are always upgrades, such as 23-inch rims, a 1,700 watt Bang & Olufsen 3D sound system with 21 speakers, or an off-road package with reinforced bumpers and underfloor protection.
It’s not just tarmac – Urus can venture off-road too. Prototype
Inside, Lamborghini has installed heated electric sports seats in the front, while the rear bench can be folded down to extend the 616 litres of boot space further.
Roughly 5% of the company's global buyers are female, according to Lamborghini, and majority live in the USA and Europe.
"The Urus elevates the SUV to a level not previously possible, the Super SUV", said chief executive Stafano Domenicali.
The SUV is also expected to help boost the brand in China, the world's largest auto market, where buyers prefer large sedans and crossovers.
Lamborghini's built something that's basically a posh take on the Nissan Qashqai or any or the other billion chunky "off road" SUVs out there waiting where cars aren't supposed to wait, in the form of the Lamborghini Urus. Last year Lamborghini sold a mere 188 units in China, compared with 303 in the United Kingdom, a market 90% smaller.