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Ferrari is raising the bar with its new SUV. Though Ferrari refuses to call the new Purosangue an SUV, it seats four, has room for luggage, four doors and a stonking V12. That SUV, however, is forcing its rivals to respond. The best-selling super SUV, the Lamborghini Urus, is hitting back with a new S version that promises more power, better acceleration, and more expensive options.

What’s new for the new Urus S?

2023 Urus S in grey
New Lamborghini Urus S | Lamborghini

The new Urus S will rocket to 100 KM/h, or 62 miles per hour, in 3.5 seconds, Lambo says. The new SUV has 657 horsepower, compared to the old version’s 641 horsepower from a similar twin-turbocharged V8. While nobody ever said the Urus was slow, the new version will be even quicker thanks to a broader spread of torque, according to Lamborghini.  

For 2023, the Urus also should sound better, thanks to a new exhaust that Lamborghini says has “a more distinct sound at start-up and a sharper note in each drive mode.”

The new Urus S gets more options

The top of the 2023 Lamborghini Urus S
The new Urus S can be ordered with a carbon hood | Lamborghini

Lamborghini seems to get that its well-heeled customers want something special, and not the same Urus that the neighbors down the street have. The new 2023 Urus S version offers new colors, trim, wheels, and style packages. You can also get a new carbon fiber roof. Lamborghini didn’t say how much the new colors or options are, but if you have to ask …

You can also spot a new Urus S in the wild by its new front bumper design that includes a new matte-black stainless steel skid plate. You can also get a new lightweight carbon fiber hood that has some new optional finishes, including gloss black or matte black.  

The Urus S interior gets an improvement (not like it needed it)

2023 Lamborghini Urus S interior in brown
2023 Urus S interior | Lamborghini

The interior gets an upgrade, too, with new colors and trims, including a two-color option. The new interior can be ordered in a boring brown, or you can get electric blue or a green Verde Aura.

The Urus shares a lot of its parts with the Audi Q7 SUV, which means that it also gets remote parking assistance, a virtual key option, and some Audi’s navigation system, uprated for Urus duty. While all of this starts at about $191,000, many won’t leave the dealerships for less than $250,000.

The Urus S is a lot of SUV, but can it beat the Ferrari?

Ferrari Purosangue
2023 Ferrari Purosangue SUV | Ferrari

The Wealthy Are Flocking to the Lambo Urus, and That Bodes Well for the New Ferrari SUV

The new Ferrari Purosangue is taking a different tack. Instead of a high-riding, off-road-like, SUV, the Purosangue is all sportscar. It does, however, have four doors (and the back two are rear-hinged like a 1960s Lincoln Continental), a slightly higher ride height, and room for luggage. But, the Purosangue, which means “pure blood” in Italian, gets Ferrari’s 12-cylinder engine up front. That should make it as quick, if not quicker, than the Urus S.