The Lamborghini Urus.Lamborghini

The COO of Lamborghini makes no bones about what an SUV will mean for the exotic Italian automaker.

"It's going to change the landscape of the company," AlessandroFarmeschi told Business Insider when we sat down at the Detroit auto show last month.

When the Lamborghini Urus goes on sale later this year, it will enable Lambo to join the high-performance luxury SUV party - a party that kicked off way back in 2002, when Porsche debuted the Cayenne SUV. In the last year, the festivities have decidedly heated up, as Jaguar, Maserati, and Bentley have all jumped in (even Rolls-Royce is preparing to launch an SUV).

The motivation is obvious. In the US especially, SUV sales have been booming. Anyone selling a luxury version has been raking in the cash. Cadillac brought its XT5 crossover to market last June and within a short period of time was moving 5,000 units a month. Demand is indisputable.