The Italian supercar company has confirmed that its Urus concept will be a reality by 2017.

At first glance it might seem strange that a car maker famed for its love of outrageous colors, styling and of growling mid-mounted V12 engines is looking to make an impact in a market where despite the best efforts of BMW, Mercedes, and now Porsche, the Range Rover is the undisputed champion; but the move from the track to muddy fields is less bizarre considering Lamborghini’s history.

The company started as a tractor manufacturer and was one of the world’s best, making its owner, Ferrucio Lamborghini incredibly rich. So much so that he owned a sportscar for every day of the week.

And while he loved his Mercedes, Alfas and Jaguars, he felt nothing but disappointment for the Ferraris that he bought. So much so that he abandoned one outside the company’s gates and personally pledged to Enzo Ferrari that he was going to build a car just like a Ferrari but much better.

Lamborghini the supercar company was born and the rest is history.

Specific details about the production version of the Urus are very thin on the ground but what is certain is that, unlike its flagship supercars, this vehicle will not have a V12 engine, unless it is a very frugal powerplant and one mated to a battery motor.

European emissions laws will be so tight by 2017 that the V12 will have been consigned to history by pretty much every motor manufacturer – even Ferrari – by that time. Most likely is a de-tuned V10 like the one in the existing Gallardo supercar or a twin turbo V8 to ensure maximum torque and power even at low speeds. That said, one thing that is clear is that Lamborghini is hoping that the final engine produces 600bph – i.e., more than a Ferrari Enzo.

The news follows a similar announcement from Bentley. The German-owned, British-built luxury carmaker has also signaled its intent to build a car to compete with the Range Rover, and as both Bentley and Lamborghini have the same parent company – VW – don’t be surprised if both SUVs happen to be the same width, length and height.