Taking the sacrilegious SUV plunge has worked for Porsche - in terms of sales and profits at least - but will the same tactic pay dividends for a more exotic supercar maker like Lamborghini?
The former has been flirting with the idea of 'crossing over' for some time and we saw the first concrete evidence of this in its Urus concept that was unveiled last year. But since then there have been many rumours that Lamborghini was hesitant about putting it into production.
Now CarBuzz.com has reported that it has been confirmed for production. According to the website, the boss of Lamborghini's owner Audi, Rupert Stadler, has confirmed that the Urus will go into production in about four years from now.
When the concept was unveiled a year ago, Lamborghini said the target power output was around 440kW, delivered through all four wheels and that it would use carbon fibre technology, including the patented Forged Composite, to keep it on the slim side of the SUV continuum.
The concept is just under five metres in length and two metres in width, making it slightly bigger than a BMW X6. With four individual seats and a versatile luggage compartment, Lamborghini says it would be suitable as a family car.
Within the Audi-owned family, Bentley is also working on an SUV and our best clue to that is the EXP 1 concept , which we certainly hope they restyle before it enters production.