Lamborghini unveiled the Urus concept that previews a high-end, 600-hp SUV set to become the brand's third and best-selling model line.
The Italian supercar maker said it foresees annual sales of 3,000 for the SUV if it is built, with China, the United States, Europe, Russia and the Middle East as the main markets.
Lamborghini is best known for high-performance luxury sports cars but growing demand for upscale SUVs in markets such as China and Russia prompted the brand to create the Urus, which had a world debut at the Beijing auto show on Monday.
"The Urus is a very concrete idea for the future of Lamborghini as a third model line and as the perfect complement to our super sports cars," CEO Stephan Winkelmann said in a statement.
The concept "places design, performance and driving fun firmly and uncompromisingly front and center," the statement said, adding that the model also offers plenty of space for four people, as well as generous room for luggage or shopping.
"The Urus is the Lamborghini for everyday use, for the family or for leisure pursuits with friends," the company said.
Lamborghini gave no details of when a production Urus might go on sale, but Winkelmann told German newspaper Handlesblatt earlier this month that the SUV would be launched by 2017 if production is approved by the brand's owner Audi and its parent, Volkswagen Group.
A production version would use VW Group's SUV platform, which is shared by the Porsche Cayenne, the Audi Q7, Volkswagen Touareg and and a planned SUV from Bentley previewed by the EXP 9 F concepted unveiled at the Geneva auto show in March.
It would use lightweight materials for its structure and bodyshell to offer the best fuel economy and lowest CO2 figure of all comparable vehicles, Lamborghini said, with widespread use of carbon-fiber reinforced plastics, including the seats.