This is the brash new face of Lamborghini.

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Lamborghini expects to sell about 3,500 units of the 2019 Urus, which will effectively double its annual volume.

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The Urus comes on custom-formulated Pirelli tires, with sizes varying from 20 to 23 (!) inches.

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A 48-volt active antiroll system means that the Urus' cornering attitude stays on an impressively even keel.

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Lamborghini expects the Urus to attract an entirely new kind of customer to the brand. In the early going, 68 percent of preorders are from buyers who have never owned a Lambo.

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All-business setup here, with a grippy flat-bottomed steering wheel and properly large and solid-feeling shift paddles.

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Meet the Tamburo, also known as the gearshift lever and drive mode selectors.

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The Urus features a 4.0-liter twin-turbo V8 good for 650 horsepower.

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No, you don't have to get an outrageous color like yellow, you can go with something more sensible like this blue.

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Never thought you'd see a Lamborghini off-roading, did you? 

Even if it's not a hardcore rock-crawling trail, the Urus' facility on a gravel and sand course is impressive.

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A closer look at those custom-formulated Pirelli tires.

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Keep clicking or scrolling for more images of the 2019 Lamborghini Urus.

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