Lamborghini Urus Canadian Reveal @ Design Exchange, February 13th 2018

By: Sorin Simniceanu.  Photography by AJ Lam.

With over 300 guests in attendance, the reveal of the world’s first Super Sport Utility Vehicle took place at the Design Exchange in Toronto just before the 2018 Canadian International Auto Show. This invite-only event allowed you to be a part of Lamborghini history. Prior to the main event, attendees were invited to retrace the journey of the Italian legacy that has defied every expectation since its inception.

The pre-reveal had delicious in-house catering, two open bars and numerous automotive photographers. Presentations from Chief Technological Officer, Maurizio Reggianni of Lamborghini and others reinforced that the Canadian economy is on track to produce more young, affluent buyers, which is the key to that future Lamborghini growth in Canada.


The Urus is the first super sports car of its kind in combining the everyday usability of a traditional SUV with bench marking driving characteristics infused with Lamborghini DNA. 2017 was a record year in sales for Lamborghini with over 1,300 cars delivered in North America. Sales have increased dramatically in Canada over the past 6 years and with the launch of the Urus, production capacity is expected to double to more than 7,000 units/year worldwide.

From its very humble beginnings in agriculture to the original Lamborghini SUV, the LM002, to the launch of the Lamborghini Urus, it is a pleasure to watch Lamborghini continue to raise the bar within the super sports realm for many years to come!

We would like to thank Grand Touring Autos for the invite to this event.