Prices for the Urus start at £131,500, with the first customers due to receive their vehicle by spring 2018.
The long-awaited SUV comes with a good look at its specifications. The SUV looks extraordinary, but that's something that people expect from Lamborghini anyways.
That helps the Urus accelerate from 0-62mph in just 3.6 seconds, 0-125mph in 12.8 seconds and onto a top speed of 190mph.
Fitted with a turbocharged 4.0-litre V8 engine - a company-first - the Urus has 641bhp at its disposal, with that power supplemented by 850Nm of torque. The standard model rolls on 21-inch rims and comes with adaptive air suspension and carbon ceramic brakes, as well as active roll stabilization. There is also a high end infotainment system and a Bang & Olfusen sound system.
Surprisingly to most, though, the Urus is not the first Lamborghini SUV.
It is Lamborghini's first SUV since the LM002, which it built between 1986 and 1993. "We are spot on time with the right product", he said.
The four-door Urus, named after the wild ancestors of the Spanish fighting bull, is meant to be more practical and family friendly than Lamborghini's typical high-powered sports cars.
"Lamborghini is a hidden gem, and adding the Urus SUV will propel volume closer to Italian rival Ferrari", Bloomberg Intelligence analyst Michael Dean said in an note about the vehicle.
"The Urus elevates the SUV to a level not previously possible, the Super SUV", said chief executive Stafano Domenicali.
Inside the Urus develops into a luxury sports auto, with three-spoke steering wheel incorporating a vibration damper to enhance comfort and multifunction controls including the Lamborghini Infotainment System (LIS), vehicle set-up, media, telephone and navigation.
"We are entering new markets that will be very important for the future of our growth".
Roughly 5% of the company's global buyers are female, according to Lamborghini, and majority live in the USA and Europe. Comparing the Urus with the Huracan Performante, the SUV comes very close to matching the sports vehicle.