Lamborghini Urus unveiled at Beijing Auto Show

Lamborghini Urus
Lamborghini Urus Lamborghini

(CBS News) Lamborghini unveiled their first SUV concept in over twenty years at the Beijing International Auto Show this week. The Lamborghini Urus is a 600-horsepower SUV that the automaker is introducing in hopes of capitalizing on China's recent surge of interest in bigger luxury cars.

The Urus, named after an extinct breed of bull, does not appear to be based on any existing Lamborghini. Its unique design almost resembles a raised sedan: the vehicle is 16-feet in length but only 5.5-feet high. The Urus is still just a concept, but it could mean big things for the luxury Italian automaker.

SUVs have surged in popularity in China, where wealthy Chinese have latched on to the idea of bigger, more expensive rides. Chinese consumers bought 2.1 million SUVs last year, according to J.D. Power and LMC Automotive. Lamborghini hopes to ride this wave of SUV interest with their new Urus.

Lamborghini, a unit of Volkswagen AG, hopes to see sales of 3,000 a year for the luxury SUV, CEO Stephan Winkelmann said in a company presentation.

"If you're going to enter a new segment, you have to remain true to your core values," said Winkelmann. "Our core values are uncompromising, extreme and Italian."

The Urus is Lamborghini's first attempt at an SUV since 1985, when the automaker came out with the limited-production LM002. The Italian automaker has much higher hopes for this newest model. But the Urus will have plenty of competition in the luxury SUV class. Bentley also unveiled a premium SUV at the Beijing Auto Show. Porche has had their Cayenne SUV on the road since 2002.