As expected, the Urus borrows heavily from the Lamborghini Estoque Concept and adopts the coupe-like proportions of a BMW X6 – although we expect it to occupy a much larger footprint in width, if not length.

Large is perhaps too modest a term to use for its 24″ wheels (which will surely not make it into any production version) and whilst its exterior is striking, the interior (seats in particular) of the Urus look garish and way over the top. Maybe the visitors to next week’s Auto China show will consider it a quintessential example of style and good taste..

Although it is billed as a concept car, it’s very close to the production version which will be on sale in 2015 or 2016. The 3-door body shell sits on a Porsche Cayenne platform but will be fitted with a version of the Gallardo’s 5.2-litre V10 and permanent four-wheel drive.

“The Urus is a very concrete idea for the future of Lamborghini – as a third model line and as the perfect complement to our super sports cars,” said Stephan Winkelmann, president and CEO of Lamborghini. “SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide. The Urus is the most extreme interpretation of the SUV idea; it is the Lamborghini of the SUVs.”

At just 1.66 metres tall, the Urus is considerably lower than most SUVs and with Lamborghini’s focus on lightweight construction methods (as introduced with the Aventador), the Urus is said to set new benchmarks in handling and dynamics for the class.

We’ll find out a few more details when it’s official launched next Monday.

Will it sell?

The rule of thumb when it comes to supercars or high-end luxury cars is “the more you add, the better it is”. More power. More leather. More toys. More money. So does that rule still hold true for SUVs?

Who can forget Aston Martin’s stillborn Lagonda SUV from 2010? Or this year’s Geneva motor show dud – the Bentley EXP 9 F SUV Concept?

There’s something about the luxury SUV, with all its negative connotations (superior driving position, compromised off-road prowess) that can make them a questionable social statement at best. Would you really feel happy to park one at your local supermarket?

Of course Lamborghini are not targeting you or I, nor the sort of person who shops at Asda or Tesco. These cars are instead aimed squarely at the newly minted customer in China, the Middle East or Russia.