When Porsche launched the Cayenne as the world's first performance luxury SUV, people asked 'why?'. After the Cayenne's success, they're more likely to look at the other top-tier brands and ask 'when?'.
The global appetite for SUVs shows no signs of being satisfied, and one by one the luxury brands are rolling out their softroaders. Bentley’s has already been greenlighted by owner VW Group, and its stablemate Lamborghini looks set to get production approval for the Urus concept unveiled at last year's Beijing motor show.
"We're working on it and it will come, which will be good for the brand," Lamborghini CEO Stephan Winkelman was cited as saying in a report in industry journal Automotive News.
Lamborghini has previously suggested that, if put into production, the SUV could arrive in 2016, but Winkelman, speaking during a showroom opening in Tokyo last week, declined to give timing or further details. "We're going low profile now. I can't tell you much on details now, but when we get close to the launch, we will have more."
The Urus is not the first offroader from Lamborghini. Prior to the Italian brand being bought by Volkswagen Group, it had produced the aggressively-styled LM002 between 1986 and 1993, but production faltered and stopped after the vehicle failed to attract the military attention it was targeting.
This reporter is on Twitter: @KarlaPincott