Lamborghini

The Spanish superstar participated in Lamborghini’s La Prima customer experience during his factory visit in Sant’Agata Bolognese

Sant’Agata Bolognese, 21 April 2023 – Jorge Lorenzo, winner of 47 MotoGP races and the fifth most successful rider of all time, collected his new Urus S^[1] by participating in Lamborghini’s La Prima customer experience.

On two wheels or four, few people know more about performance or control than the Spanish bike racing hero, Jorge Lorenzo. A five-time world champion in one of the world’s most thrilling sports, Majorcan-born Lorenzo won back-to-back 250cc world titles before moving to MotoGP in 2008. His career spanned 12 seasons in bike racing’s premier category, during which time he won three world championships in 2010, 2012 and 2015. In 2022, he was inducted into the MotoGP Hall of Fame, where he was officially anointed a ‘legend’.

Lorenzo is also a Lamborghini enthusiast, and this week visited the home of the celebrated Italian super sports car maker for a full factory immersion and to collect his new Urus S. “Lamborghini is one of the most iconic automotive brands, especially in Italy,” he says. ‘It represents the most extreme sports car you can have. I wanted a true sports car but also something discreet, and I think the Urus S has everything. The engine is extremely powerful and the performance is incredible. But the Urus also has comfort and safety. You have everything in one, right? It’s truly multi-functional.”

Thanks to the company’s La Prima program, customers have the opportunity to collect their new Lamborghini from the factory. The visit can be tailored according to the client’s wishes, but includes a guided VIP tour through the production facilities. Lorenzo’s visit included exploring Lamborghini’s recently expanded, world-class carbon fiber facility; a tour of the production lines for both Urus and the company’s newly announced Revuelto super sports car; and a visit to the recently renewed Lamborghini Museum. “It was a huge thrill,” he says. “The place is amazing, almost mystical, and there’s a sense of calm. And finally the unveiling of your car… It’s beautiful, of course, like all Lamborghinis, but an even sweeter moment for me because this is my first Lamborghini Urus.”

Although Lamborghini’s Ad Personam program offers customers a vast choice of colours, Lorenzo elected for a stealthier treatment. The principal exterior colour is Nero Helene, with Nero Ade as the primary interior hue. Giallo Taurus yellow stitching on the steering wheel and seatbelts enliven the Urus S’s interior. “I love the interior with the yellow details… I think it’s a very elegant, a very tasteful specification,” laughs Lorenzo. “There were also some unexpected surprises. I really liked how the car was presented, the environment of La Prima is very impressive. The moment when the veil is lifted and suddenly the factory is revealed, well you can’t really get a better view than that. Not even by the sea!”

The Urus S is the latest Lamborghini to grace the racer’s garage, but he also has a keen respect for the brand’s history. “I love technology and it’s incredible to see how much has changed here since my last visit. I like to drive the latest car because it is the one that showcases the newest tech. But I’m a big fan of classic cars, too. The Miura has never gone out of fashion, but I love the Murciélago and Diablo too. The truth is that every Lamborghini has something special about it.”

Asked to sum up Lamborghini in one word, Lorenzo finds himself using rather more. “Emotional,” he says. “It’s a car that really lights your flame.’”

Since its launch in 2018, the Lamborghini Urus has established itself as the most successful model in the company’s history. A highly versatile five-door five-seat Super SUV with impressive all-terrain capability, the Urus S delivers authentic Lamborghini driving dynamics and searing performance. It is powered by the company’s award-winning 4.0-litre, 666 CV twin-turbo V8, and can accelerate to 100 km/h in 3.5 seconds.

The S has a retuned exhaust system for an even sharper sonic signature. The car’s character becomes progressively sportier depending on which of the six drive modes has been selected. These include Strada, Sport, Corsa, and Ego, which allows the driver to personalize the settings. The system takes its cues from the powertrain, gearbox, rear differential, suspension, steering and the 48-volt active anti-roll system to alter the car’s personality. Power is sent to all four wheels using a variable all-wheel drive system that incorporates an active center differential and a rear differential, giving the Urus S torque vectoring across the rear axle for phenomenal handling capabilities.

^[1] Fuel consumption and emission values of Urus S; Fuel consumption combined: 14,1 l/100km (WLTP); CO₂-emissions combined: 320 g/km (WLTP)