Lamborghini

Sant’Agata Bolognese/Dubai, 4^th March 2024 – #SHEdrivesalambo arrives in the Middle East, witnessing a group of women engaged on a road trip from Dubai to Ras Al Khaimah. The Lamborghini Urus S^[1], the most sold Super SUV to women in the region, saw the guests driving over 400 kilometres, passing the highest peak in the UAE and staying in a protected area of the Al Wadi desert. The winding roads, exhilarating off-road adventures, stunning panoramas and a profound deep dive into the brand shaped the experience.

The two day-long gathering offered the guests a 360-degree brand exploration. The insight sessions started with a workshop on Lamborghini’s forward-thinking, breaking-stereotypes principles, and how it is facing evolution and looking towards the future. A session from Centro Stile, Lamborghini’s design department, explored one of the topics that makes the brand well known worldwide: the almost infinite possibilities for personalizing color and trim through the Ad Personam program.

The road trip started with driving from Dubai city, heading out east on a spectacular route to Jebel Jais where the guests dined at Puro 1484, the highest restaurant in the UAE. Named according to its height above sea level – 1,484 metres – the restaurant boasts a magnificent, panoramic view of the UAE’s tallest peak, Jebel Jais, and its other-worldly landscapes among the Hajar Mountains. The route’s final 100 kilometres continued into the Al Wadi desert for some off-road driving, with the guests hosted in a 1,235-acre nature reserve where a typical Arabic dinner was enjoyed in the heart of the desert.

The Urus S, the main protagonist of the event, was a perfect fit for those choosing the purest sublimation of performance, luxury and versatility in a Super SUV. Powered by a twin-turbo V8 engine with increased power to 666 CV, it delivers an improved weight-to-power ratio of 3.3 kg/CV. Acceleration propels the Urus S from 0-100 km/h in 3.5 seconds with a top speed of 305 km/h. Characterized by sophisticated design enhancements advocating its sporty but luxury lifestyle persona, the Urus S Super SUV distinguishes itself in every environment. A significant increase in options in terms of colors, trim, wheels, style packages and special details allows customization across the spectrum, from understated style to maximum sportiness.

The #SHEdrivesalambo project was initiated in 2023 in America, rolling out to other markets globally with the aim of speaking out on Automobili Lamborghini’s messages around diversity, equity and inclusion.

Paolo Sartori, Regional Head, Automobili Lamborghini Middle East and Africa said: “It was fantastic to welcome guests from the Middle East for this event, giving them the opportunity to drive the Urus S and understand more about Lamborghini and how we are working towards elevating our brand among wider audiences to avoid common stereotypes.”  

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