The Urus is a Lamborghini first and foremost, so it's not going to be inexpensive. Its base price is at the top if this field. That kind of money buys an SUV that can do everything, including the ability to almost shrink around the driver and become a sports car at a moment's notice. Of course, a big part of the value of this vehicle is in its exclusivity, Porsche has had enormous success with the Cayenne and the Macan and those vehicles can be seen all over the road in most cities in the U.S. The Urus will be much rarer, competing directly with the Bentley Bentayga, though obviously the Urus is much faster and sportier in character than the Bentley. For people that absolutely have to have the best high-performance SUV on the market, the Urus should be their number one target.
