They reveal that the Urus SUV - the name is drawn from the predecessors of contemporary cattle - remains broadly very similar to the original concept. It's had a very long gestation period as the Urus concept was first shown more than five years ago at the Beijing Auto Show in April 2012. It also crossed the Atlantic the same year to be presented at Pebble Beach. Since then Lamborghini has agonised over whether to add this car to its model roster.

That original concept revealed the Urus front end to mimic the styling of Lamborghini's production 2-door sportscar range with its signature large outer air intakes and a smaller one splayed across the middle, following a widespread tradition that has seen premium sportscar manufacturers such as Porsche and Maserati grafting the 'family' look onto their SUVs as they cautiously entered this segment for the first time.

On the final production version, the recent video reveals that Lamborghini's stylists have added more sophisticated detailing that seems to allow for a more cohesive integration of this feature - including a set of very distinctive 'sharks teeth' across the base of the spoiler. That serves to make the front a bit less less clunky. The headlight's have evolved to a more quadrilateral shape and are also slightly enlarged whereas the original concept boasted an almost triangular shape.

The bonnet shut line has been repositioned while along the flanks the side skirts are much more bulbous now. The wheelarches profiles have been revised and the narrow finishing trims around the arches of the concept appear to have been ditched.

Another feature that stands out is the vent extiting air behind the front wheels. Although hidden on the new photo a shadow running onto the top of the front wing implies that this has been extended vertically upwards into a new design feature. There is also a shadowed extending in the side crease as it reaches the front of the door which could further merge into this design detail.

It certainly appears that the designers have focused on making the styling more aggressive and more sporty. The car also reveals the car fitted with production door mirrors, whereas the concept only featured tiny 'racing' style mirrors.

Under the bonnet of the Urus will be a new 4.0-litre V8 twin turbo configuration power unit, most likley to be Audi-sourced, eschewing the brand's tradition under its current owners, Volkswagen, of using engines of V10 and V12 designation. In the current era of downsizing and efficiency that allows Lamborghini to start playing catch up and add a stregtically important engine to its portfolio going forward.

Lamborghini CEO Stefano Domenicali, back in May, told Automotive News Europe that the power unit will turn out 650 hp and with the brand wanting to bill the Urus as the 'world's fastest SUV', top speed will need to be in excess of 301 km/h achieved by Bentley's recent Bentayga SUV, which shares its platform with the Urus. Four wheel drive, a long time speciality of Lamborghini, will of course feature. Like the Bentayga, the bodyshell will be produced at Volkswagen's plant in Bratislava.

Production will start next February and the target for the first year is pencilled in at 1,000 units. That will rise to 3,500 units in 2019 although Domenicali said that target would be raised if demand proved to be greater. Achieveing that sales volume in 2019 would effectively double the brand's annual production. Lamborghini will also add a new paint shop to its factory, dedicated to the Urus line, for the first time in its history having previously relied on outsouring that activity. Pricing will come in at just below 200,000 euros.