When the lights go out, the noise goes up - in Sant’Agata Bolognese for the massively hyped world premiere of the Lamborghini Urus SUV, in the making for years, the company had technical issues in the middle of the show and the factory went dark before anyone even saw the car.

Everyone in the audience was asked to return to the refreshment area, but before they got the chance Lamborghini boss Stefano Domenicali took control of the mic, and Italian spontaneity took over with all the noise and hand waving that entails - nothing was stopping this show. Lamborghini had just doubled its factory in anticipation of doubling its annual sales volume by 2019 all thanks to the Urus, geared to become by far the best selling Lamborghini worldwide.

The new Lamborghini Urus accelerates from zero to 100kph in 3.6 seconds and tops out at 305kph

So Domenicali gave the sign and ushered in the new 2018 Urus, without any of the laser-charged, impeccably choreographed song and dance about the whole thing. Just a bunch of car guys talking about their latest car, and it held up.

The Urus is coming to market sharing a vehicle architecture with some of its other Volkswagen Group siblings, like the Porsche Cayenne, Audi Q7 and Bentley Bentayga. Another Group benefit is the 4.0-litre twin-turbocharged V8 under the bonnet, in the Lamborghini application producing 641 horsepower and 850Nm of torque, which seems almost enough for the shopping mall car park.

An eight-speed automatic transmission puts the power down to all four wheels, and with Lamborghini electronics wizardry and chassis control. the car is able to launch off the line for a zero to 100kph time of 3.6 seconds and a top speed of over 300kph.

Rear-wheel steering can turn the rear wheels by up to three degrees in or out, which can effectively shorten the wheelbase by up to 600m for quicker maneuvering

That’s quick enough to shadow a Lamborghini Huracan in a drag race, and get this, it’s also two-tenths quicker than the previous generation Murcielago LP640 which had a nearly identical power figure with the advantage of being a mid-engined supercar.

So Lamborghini’s second-ever SUV - the first of course being the 1986 ‘Rambo Lambo’ LM002 - certainly won’t be slow, nor cramped. The company says the five-seater, five-door SUV will also offer 600 liters of cargo capacity which is comparable to most crossovers.

Although it shares platforms with other VW stuff, the Urus is a fair bit longer than the Cayenne for example, while also measuring in wider and slightly lower for a sportier silhouette. We’ll let you make your own mind up about the looks, though you definitely won’t miss it in a crowded car park. To reflect the pumped up proportions, Lamborghini will put the Urus on 21in wheels as standard fitment, but you’ll be able to optionally spec up 23in wheels for some real donk appeal.

The first customers will start getting their Lamborghini Uruses early next year, with prices for the model starting from around Dh800,000.