Lamborghini will be adding a new car to its lineup, specifically the luxurious, high-performing car which they first announced as the Urus car concept at the Beijing show in 2012. Its expansion plans are underway in 2017 as the company starts to produce and sell 3,500 Lamborghini Urus cars per year.

The super sports car producer will be building the Urus SUV cars by expanding its factory at Sant'Agata Bolognese, Italy. Digital Trends interviewed Lamborghini CEO Stefano Domenicali to get a glimpse of what the company plans for the Lamborghini Urus SUV.

"As you know, this is an entirely new process so the first few cars will be prototypes. It's a very delicate period, which is why 2017 will be a very important year for us." Stefano Domenicali said in the interview about the Urus.

The planned production of this off-road car will equal the combined production output of Lamborghini's Huracan and Aventador model, which has been limited to 3,500 cars. This means that the company will be doubling its present annual car production to a total of 7,000 cars. 

Based on what was said in the interview, the company is venturing into a new market and needs to train its personnel for the new dynamics involved in marketing an SUV car. Although Lamborghini will be selling more cars than ever before, the company needs to remain customer-oriented and adjust to the SUV car market and the new customers of that segment. The Lamborghini Urus might be an SUV but it is a luxurious and fast vehicle that can be used conveniently as a family car.

Plans for hybridization, while included in the company's plans, will take four years or more before they can be part of the Urus. In the meantime, Lamborghini will produce annually 3,500 Urus car models starting in 2017.

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