Chief executive officer Stefano Domenicali has often said the Volkswagen Group-owned house is working to soften its tone from the racer-boy image of the past.
Called the Urus, it features a 4.0-litre twin-turbocharged V8 engine - the first ever fitted to a Lamborghini model - that produces 641bhp and 850Nm of torque between 2,250 and 4,500rpm.
With the best power-to-weight ratio available in an SUV, the Urus can get from 0-60mph in 3.4 seconds and go on to a top speed of 190mph.
The SUV "allows you to travel on any terrain: on road, off road, on ice but also on sand dunes", said Lamborghini research and development director Maurizio Reggiani, suggesting it will be the fastest SUV on the market. However, the market for the practical vehicle has grown at a tremendous rate, pushing these sports auto manufacturers to try their hand at releasing an SUV.
It's not just tarmac - Urus can venture off-road, too.
It also features rear-wheel steering and a Torsen central self-locking differential that splits torque 40/60 to the independent front and rear axles. Leather upholstery comes as standard, with customers able to specify optional colours, materials and dual-tone interior designs.
"The Urus fits perfectly within the Lamborghini family as a high performance auto". How serious the Italians are still with the dynamics is clear in the other dimensions: The Lambo SUV is just under 1.64 meters high and thus remains five centimeters flatter than a BMW X6 M. In addition, the Urus is a bit wider which should make it an absolute eye-catcher.
Lamborghini, the fabled Italian sports auto manufacturer, on Monday unveiled its new Sports Utility Vehicle, accelerating into a fast growing market already crowded with upmarket rivals.
As an option, a more exclusive two-seat rear layout can be specified providing enhanced rear passenger space in a sportier environment. These are impressive performance figures for a large SUV.
Surprisingly to most, though, the Urus is not the first Lamborghini SUV. Max out at 195mph!
Google is rolling out a dedicated two-wheeler mode for Google Maps in the country famous for its traffic and tight roads. It comes as a no brainer for a nation that has more two-wheelers when compared to cars, buses or trucks.
Those totals give him 4,340 yards and 41 touchdowns, both second-most in the nation, with just five interceptions on the year. Milton is second nationally in passing efficiency and is the spitfire-engine of the country's highest-scoring offense.