Australian Women Drive Lamborghini’s Success – And the New Urus SE Will Keep Them in the Fast Lane

When it comes to female buyers, Australia is steering Lamborghini into uncharted territory. Women now make up 17% of Lamborghini drivers in Australia – the highest percentage in the world, compared to just 10% in China. And the key to this surge? The wildly popular Urus SUV, a vehicle that has redefined what a Lamborghini can be and who drives it.  

Traditionally, the 61-year-old Italian marque catered to men seeking speed, style, and status – often loud and unapologetic. Yet, in recent years, Australian women have emerged as one of the brand’s most influential customer groups, helping drive a significant transformation for Lamborghini. This evolution is set to gain even more momentum with the unveiling of the new Urus SE, a plug-in hybrid electric vehicle (PHEV) designed to align with the growing sustainability preferences of female buyers.  

In early November, Lamborghini hosted a lavish event in Sydney to unveil the Urus SE, the first PHEV version of its best-selling SUV. Featuring an electric motor paired with a 4.0-litre twin-turbo V8 engine, the Urus SE delivers an electric driving range of 60km and slashes emissions by 80% compared to its predecessor. According to Lamborghini’s Asia-Pacific Regional Director, Francesco Scardaoni, the hybrid technology will resonate particularly with female drivers.  

“Urus SE will attract even more female drivers, especially those who are keen on sustainability,” Scardaoni said. “It combines performance with drivability and sustainability.”  

This blend of environmental consciousness and high performance is a smart move for Lamborghini, especially as other luxury brands struggle to find success in the electric and hybrid space in Australia. While Tesla, Audi, and Mercedes-Benz face waning demand for their EVs, Lamborghini is striking a unique balance with its hybrid-first approach – keeping combustion-engine enthusiasts engaged while appealing to buyers prioritising sustainability.  

Since its launch in 2018, the Urus has been a game-changer for Lamborghini. The super sport SUV has attracted “conquest” buyers from rival brands like BMW, Porsche, and Mercedes-Benz, making it the marque’s best-selling model and doubling global sales volumes. Today, the Urus accounts for half of all Lamborghini sales worldwide.  

The Urus SE builds on this success, offering a new design, optimised aerodynamics, and cutting-edge technology, while delivering thrilling performance stats: 0 to 100km/h in just 3.4 seconds, 0 to 200km/h in 11.2 seconds, and a top speed of 312km/h. These eye-popping numbers ensure the SUV retains its Lamborghini DNA, even as it ventures into hybrid territory.  

Scardaoni highlights how the Urus SE goes beyond raw power with its advanced algorithms, which predict driver behavior and adjust performance in real time for an exhilarating yet intuitive driving experience. “It’s about enhancing the connection between the driver and the car,” he says.  

While the Urus SE represents Lamborghini’s first foray into hybrid technology, a fully electric Lamborghini is still years away. 

“We always said we didn’t want to be the first [to go fully electric], but we wanted to be the best,” Scardaoni says. “Hybrid was the right first step because it combines performance, drivability, and sustainability.”  

For Lamborghini, listening to its customers—especially women—has been critical in shaping this transition. Sustainability-minded buyers, particularly in Australia, are driving demand for vehicles that marry eco-consciousness with luxury and performance.  

As Lamborghini accelerates toward a greener future, it’s also facing challenges within its parent company, Volkswagen AG. Despite Lamborghini’s record-breaking sales in 2023, Volkswagen’s premium brands collectively saw profits plummet by 91% in Q3 due to intense competition in China, pricing pressures in Europe, and restructuring costs. Yet, Lamborghini’s strategic focus on hybrid technology and its ability to attract new demographics, including women, suggests a bright future for the brand.  

By embracing sustainability without compromising on the thrill of driving, Lamborghini is proving that even in the fast-paced world of supercars, evolution is not just possible – it’s essential. And globally, Australian women are firmly in the driver’s seat of that transformation.