By the end of next year, the company expects the high-performance SUV to account for more than half its overall sales volume.
Lamborghini CEO Stefano Domenicali suggests the Urus is off to a hot start, achieving initial sales much higher than expected.
"We were expecting a positive feedback from the customer, but not at the level we are receiving now," the executive told CNBC. "The reaction of the customer is really fantastic."
Notably, most Urus buyers are completely new to the Raging Bull marque. The high-riding model is also attracting more female buyers than the company's traditional sports cars.
Domenicali suggests the Urus is opening the door to buyers in markets where poor roads discourage sales of ground-hugging cars, including Russia and India. Cryptocurrency traders are also said to be flocking to Lamborghini more than any other luxury brand.
By the end of next year, Lamborghini expects the Urus to account for more than half its overall sales volume.