While talk of a new Lamborghini SUV has been going on for quite some time, the brand is hinting that it could be a reality within the next three years. Lamborghini SpA intends to begin production around 2017, which would mark the first SUV since the 1990s.

The Lamborghini Urus SUV should be here within the next three years in production form. With other brands faring so well in the luxury SUV market, we had expected them to hit showrooms a bit sooner.

Will there be a market for a Lamborghini SUV?

Lamborghini CEO Stephan Winkelmann stated at the 2013 Detroit Auto Show that the luxury SUV market is poised to grow. Aside from Winkelmann’s vast network of marketing experts, other luxury brands are also creating new SUVs, a sign of coming changes. Overall, SUV sales represented 30.9 percent of all automotive sales in the United States for 2013, up from 29.7 the previous year.

Lamborghini, Bentley and Porsche are all high-end divisions of the burgeoning beast that is Volkswagen. There are SUV offerings from all, with the Porsche Cayenne fairing quite well and renderings of a potential Bentley SUV scattered about. VW is not a company to sit idle as competitors storm the scene, they like to be first. This explains the presence of Bentley SUV concepts and those of competitor Rolls Royce. A Rolls Royce SUV would be more shocking than a Bentley version, but both will be interesting.

The Lamborghini Urus concept at a glance:

• Sleek, modern body that communicates some signature Lamborghini appeal in the basic SUV form.
• Engine specifications are not out yet, but expect around 600 horses to emerge from this member of the Raging Bull family.
• Overall, the design cues and power should be a perfect blend for sales by the time VW is finished.

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