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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 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.

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

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Writer - Sedans & Coupes

Dan Mayfield

Dan joined MotorBiscuit in 2022 with over 20 years of experience in journalism and a lifelong passion for anything related to the automotive industry. He grew up wrenching a 1949 Ford pickup truck and an MGB with his dad, learning how not to wire a fuel pump (he inadvertently set the MGB on fire).

After earning a bachelor’s degree in photojournalism from the University of New Mexico, Dan has contributed his expertise to a range of local outlets, including the City of Albuquerque, US Eagle, and the Alliance for Local Economic Prosperity.

On weekends, Dan spends Saturdays enjoying “cars and coffee” chats and, on Sundays, he’s watching the Route 66 Cruise roll through town. He also races motorcycles, and it’s not unusual to find him elbows-deep in his latest cafe racer build.

Taking advantage of the local desert terrain, Dan also enjoys exploring and driving off-road in his trusty Ram Rebel pickup truck, which provides personal insights into his contributions to our Trucks, SUVs, & Crossovers coverage. Dan strives to give our readers unique information about the dynamic automotive market, reading anything that has to do with cars, trucks, bikes, 4X4s, and, in his words, “everything with a motor.”

Dan has earned a number of accolades from the Public Relations Society of America, and is a University of Southern California, Annenberg School of Communication and Journalism Fellow.