The Urus packs a 4-litre V8 twin-turbo engine which delivers a massive 650 hp and 850 Nm of torque.
The Italian super-car maker says it wants to double its sales with the release of the vehicle, which can travel from 0-62 miles per hour in just 3.6 seconds.
The long-awaited SUV fills the gap in the automaker's lineup previously bereft of a utility vehicle. The standard Carbon Ceramic Brakes are no less impressive: the Urus decelerates from 100-0 km/h in 33.7 metres.
Prices for the Urus start from £131,500, with the first deliveries taking place in Spring 2018. This being Lamborghini, upgrades are always upgrades, such as 23-inch rims, a 1,700 watt Bang & Olufsen 3D sound system with 21 speakers, or an off-road package with reinforced bumpers and underfloor protection.
The design of the 2019 Urus reflects the true characteristics of a Lamborghini with a two-thirds body and one-third window ratio. This is why the vehicle features a center console that's packed with buttons and touchscreens.
Italian manufacturer Lamborghini has taken the covers off its first SUV since it stopped production of the LM002 in 1992.
John Giunta, a Lamborghini dealer in Sarasota, Florida said, "Now we live in a different world".
The Urus is said to offer easy driving in the city, maximum comfort during long journeys, thrilling super sports vehicle dynamics on the road and track, plus versatile off-road abilities in a range of environments.
The Urus comes with all the driving tech you'd expect in a luxury SUV as well, including level 2 autonomy and an long list of safety features.
"A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle", he said past year.
The SUV is also expected to help boost the brand in China, the world's largest auto market, where buyers prefer large sedans and crossovers.
Just like other Lamborghini's the Urus name is also derived from bulls, which is an extinct wild ancestor of domestic cattle.