I was reading autoblog the other day and I came across spy photos of the Lamborghini Urus mule being driving. Later, I was watching videos on YouTube and one of the commercials that came on was for the new Maserati SUV, the Levante. These, combined with the Porsche Cayenne crossover SUV, got me thinking: why are supercar and sports car companies making SUVs and crossovers?

It’s a simple answer: people want to buy SUVs and crossovers. They’re not bad cars and they definitely have their place in the market, but do Porsche, Maserati, and Lamborghini really need to build them? I mean, is there really a market for supercar-branded SUVs?

There must be, there’s a market for luxury branded SUVs (as suburban grocery-getters). Why else would they build them?

Porsche and Maserati can arguably be seen as more consumer-based automotive companies (than Lamborghini), building cars that are attainable to a relatively large number of people. Lamborghini, though, is not traditionally a company that worries about shipping large quantities of cars—they make small numbers or fast, exotic, and sometimes insane cars that many people fantasize about, but few could ever afford. Are there enough people out there clamoring for an SUV made by a company that normally sells insane cars with prices that begin in the six-figure range?

I’m sure there are a handful of people that want a Lamborghini Urus simply because it’s a Lamborghini and it will be somewhat unique. Others will probably be drawn in by the pedigree of a high-end automaker. I just question whether there is any other point.

I was confused when I first saw the Maserati SUV commercial, though I wasn’t particularly surprised. It would seem that everyone is getting in on the SUV game, especially at a time when they’re an incredibly popular segment of the automotive market. Porsche is no surprise either, since they’ve made nothing but variations on a single model—the 911—for quite a long time now and it’s nice to see them branching out a little bit, even if they did move outside of their comfort zone with first the Panamara and then the Cayenne. With all of these companies moving into the SUV segment, Ferrari has yet to enter the SUV segment

Maybe there is a market for a Lamborghini SUV. Maybe it will be successful and change the image of the company, from insane supercars to practical family cars, but at least to something in-between. Maybe they’re just looking for a larger market share. Or, maybe supercars just aren’t as profitable anymore.

Who knows. I sure don’t. But if traditionally luxury- and sports car-based companies need to diversify, then more power to them. And hey, the idea of a Lamborghini-powered SUV sounds awesome, even if it isn’t as bat-shit crazy as the supercars they’re known for.

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Image Credit: David Villarreal Fernández