Drive Wire for August 24, 2016: Lamborghini to Double Production Thanks to Urus SUV

Don't worry about dilution, though: Lambo's sports car production will remain capped at 3,500.

This week, Lamborghini announced that it hopes to double production to 7,000 vehicles by 2019. The strategy? Introduce an ultra-luxury SUV, the Lamborghini Urus, which is expected to account for a full half of all Lamborghini sales. The company’s sports car production will be capped at 3,500 to maintain prestige and exclusivity. Another aspect of the brand’s extension plan is an expansion of its international dealer network, from 132 franchises now to 160 by 2019.

The production Urus will be based on the Urus concept that Lamborghini has been showing for a couple of years. It will cost at least $200,000 and be built alongside the Aventador and Huracan at Lamborghini’s factory in Italy. To cope with the added work, Lamborghini is hiring 500 new employees and will double the square-footage of its plant.