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In the run up to its global unveil on December 4, 2017, the design of the Urus was accidentally unveiled in one of the company’s official video teasers. The production Urus appeared briefly on the infotainment screen that was shown in the video where it
showed the vehicle's abilities in 'Corsa' mode. The company immediately took it down and put up a version without the shot.
The Urus will be the only hybrid in the Lamborghini line-up. According to R&D chief Maurizio Reggiani, the Urus' design is "pure Lamborghini." He said the look "has evolved considerably since the  concept and the finished car is much better, inside and out."
Reggiani said Lamborghini has concentrated its R&D efforts on power, weight and aerodynamics, because “handling is a function” of these. “We want to be a leader here and have a chance to change the rules of the game,” he added. “A super sports car is completely different; you need the responsiveness of the engine, to feel the spark of every cylinder," said Reggiani. "We will keep normally aspirated engines for our other models – they are still the best choice.”
Lamborghini will produce the car at the brand's Sant’Agata Bolognese site in northern Italy.