Lamborghini Urus Pearl Capsule:
GO FUN ME
The Lamborghini Urus has opened its (scissor) doors to a new market. The Urus has become Lamborghini’s best-seller; since it’s an SUV it’s more accessible to certain people within a certain tax bracket. To celebrate the success of this super sport SUV Lamborghini has announced a new edition of the Urus for 2021. This is the first customization option for the SUV, created by Lamborghini’s own Centro Stile design department. It is called – simply enough – the Lamborghini Urus Pearl Capsule.
Customers who opt for the Pear Capsule will be able to choose from three high-gloss colors: Giallo Inti, Arancio Borealis, and Verde Mantis. These bright dynamic colors are complimented with a black roof, bumpers, and 23-inch wheels. The wheels will feature a color accent to match the color of the body. Lamborghini says this gives the Urus a two-tone effect. And technically they are correct.
The interior on the Pearl Capsule means the Q-Citura stitching hexagon-shaped upholstery is also two-tone to match the exterior paint. Lamborghini also dresses the dashboard with a touch of carbon fiber, and affixes the raging bull logo (embroidered) on the headrests. Powering the Pearl Capsule will be the standard twin-turbo 4.0-liter V8, making 650 horsepower and 627 pound-feet of torque. The V8 is capable of pushing this SUV from 0-60 in 3.6 seconds, and it will keep pushing all the way to 190 miles per hour. Pricing for the Urus Pearl Capsule is set to start at $218,009.
My biggest question with this vehicle is the name. Why Pearl Capsule? That makes me think of oysters and clams. The Urus Pearl Capsule sounds like a rap lyric that kept going after hitting the rhyme. Ditch the word ‘capsule’ and just call it the Pearl. I’m also concerned with the logic in offering a custom option that is tame relative to Lamborghini’s reputation. Yes, the two-tone look does make the high-gloss color pop. But anyone who can afford to drop a house mortgage on an SUV can presumably afford to vinyl wrap the roof and bumpers and get the same look.
I expected more from Lamborghini. The Pearl Capsule is targeted towards customers that are new to the Lamborghini brand, SUV buyers wanting to trade in their G-wagon or Cayenne for something more visual. Or those new money customers who want to drive a Lamborghini but don’t care about track days. The same kind of people who hashtag every designer brand on their Instagram photos. They want the status of a Lamborghini, but don’t want to worry about speed bumps or potholes, with room for passengers and luggage. There is nothing wrong with that if it keeps paying the bills, allowing the craftsmen at Lamborghini to continue building the good stuff, i.e., the hyper-powered supercars we want to have as screen savers and fantasize about.
I continue to say they should drop the ‘capsule’ from the name. Just call it the Pearl.