More Than Just The Urus Despite its polarizing reception, it is undeniable that the Lamborghini Urus has done wonders for the Italian supercar brand, especially since the performance SUV has become its best-selling model. The Urus is Lamborghini’s answer to the growing demand for crossovers and SUVs, a trend that has also led to the creation of unprecedented models from legacy brands such as the Aston Martin DBX and Ferrari Purosangue.