LIVE: Lamborghini reveals Urus SUV in U.S.

The production version of the Urus will pack about 600 horsepower, but its on-sale date is still a mystery.

Though its formal debut was earlier this year at the Beijing Motor Show, North America got its first look at the raging bull's second production SUV today on the grounds of the Quail motorsports gathering in California.

Confirming earlier eye-witness reports, the Urus' silhouette is similar to that of the BMW X6. The Urus is very coupe-like in appearance, thanks to a sloping roof and rising beltline. It measures 196 inches long, 65 inches high, and 78 inches wide.

The SUV's wide body partially explains its name: Urus was a species of wild bull that was known for being particularly large. The species is extinct today, though the Spanish fighting bull is closely related to it.

The front end styling of the Urus is much more tame than that of the Aventador supercar, with the SUV bearing a closer resemblance to the Estoque concept car. In fact, the rear of the Urus also looks to have been inspired by the Estoque.

The Urus rolls on massive 24-inch wheels made of carbon fiber, with wide fender flares accentuation the SUV's aggressive stance. The Urus rides a bit higher than we imagined, but its certainly not an all-out off-roader like Lamborghini's last LM002 SUV.

The Urus' interior features acres of carbon fiber and seats pulled from the Sesto Elemento Concept. Vital information about the SUV is displayed on a programmable TFT screen mounted behind the steering wheel, where the instrument cluster is traditionally found. The navigation system, the entertainment system, and the climate control are operated via a touch screen mounted on the center console.

The only controls located behind the steering wheel are the shift paddles for the transmission. Other functions such as the turn signals, the headlights and the windshield wipers are mounted either on the center console or on the steering wheel.

Lamborghini has replaced the door-mounted mirrors with cameras that transmit footage to two TFT screens mounted in the cockpit.

Although the details have not confirmed by Lamborghini, Autoweek reports that the radically-styled SUV will be underpinned by a new "MLB" architecture that will also be employed by the next Audi Q7 and, in short-wheelbase form, the next-gen Volkswagen Touareg and Porsche Cayenne models. Constructed partially of aluminum and carbon fiber, the platform is said to help the Lambo SUV tip the scale at under 4,400 pounds.

Lamborghini opted to not release any information about what lies under the Urus' hood, saying only that it will have a power output of about 600 horsepower, and one of the lowest CO2 ratings in its class. Power will be sent to all four wheels by a dual-clutch transmission.

When it reaches production, the SUV will be priced north of $200,000, with annual production checking in at about 3,000 units. The Urus will primarily be aimed at the United States, China, Russia, the United Kingdom, Germany, and the Middle East.

When will Lamborghini launch the SUV?
$200,000 is a hefty price tag, but Lamborghini is giving potential customers plenty of time to save up: a report published a few months ago indicates that the SUV won't hit showrooms until 2017.

"We need about 48 months to develop a car from the time it is given the green light to when the first example is delivered to a dealer showroom. With that said, the third model of our lineup will not be launched before 2017," said Winkelmann in an interview with Germany's Handelsblatt newspaper.

Part of the delay can be explained by the fact that Lamborghini has yet to give the SUV the green light for production. It is waiting to see how the public reacts to the concept before it starts developing the production-bound vehicle.

However, luxury SUVs are extremely profitable, so building one makes perfect financial sense for the Italian sports car brand.

"The [luxury SUV] segment has grown a lot in recent years, which gives us the opportunity to tap into new territory," said Winkelmann. "This car would be the first Lamborghini designed specifically for daily use, not just for the track, or for the occasional weekend trip."

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