Generating those six hundred and fifty horses is a front mounted, 4.0-litre, twin-turbo V8, and putting them down via an eight-speed automatic transmission is a four-wheel drive system that uses active torque vectoring and four-wheel steering to optimise handling whatever the surface. Meanwhile standard adaptive air suspension and carbon ceramic brakes - bringing the Urus to a standstill from 62mph in just 34 metres - keep everything in check.
"The Urus fits perfectly within the Lamborghini family as a high performance car... [it] elevates the SUV to a level not previously possible, the Super SUV. It is a true Lamborghini in terms of design, performance, driving dynamics and emotion as well as being drivable every day in a range of environments," says CEO Stefano Domenicali.
And what of that everyday drivability? Well, when it comes to practical features, the Urus doesn't disappoint. Cylinder deactivation reduces fuel consumption, the rear seats fold to "substantially extend" the 616 litres of boot space and, where other Lamborghinis have to raise their noses to clear speed bumps, the Urus' 'Easyload Assist' lowers the rear of the car for less strenuous access.
Styling wise, well, it's certainly striking. The car's proportions, "adopt the two-thirds body, one-third window ratio of Lamborghini super sports cars... Its short overhangs communicate its strength, muscularity, dynamically assertive character and commanding road position." Alrighty then. It's coupe-style silhouette, complete with frameless doors, is undeniably sporty though, if not necessarily beautiful. Those of you looking for LM002 references should turn your attention to the Y-shaped front air intakes and hexagonal wheel arches, both features apparently inspired by the Humvee rival.
Then there are the wheels. Available with a choice of summer, winter, all-season, all-terrain or sport tyre, all specially developed for the Urus by Pirelli, they range from 21- to 23-inches in diameter, making them the largest available in the segment. They need to be too, housing as they do those enormous carbon ceramic brakes - which measure 440 x 40mm at the front and 370 x 30mm at the rear. That's the stopping power explained then.
Regardless of your choice of leather, Alcantara, aluminium, carbon fibre or wood trim, Lamborghini's familiar hexagonal theme appears frequently, in details like the air vents, door handles, and even the cup holders. The centre console is again inspired by the LM002, and houses a dual touchscreen infotainment display as well as arguably the Urus' most important feature: the Tamburo.
Deliveries of the Urus are set to begin in Spring 2018, with an expected price tag of around £165,000. Whatever it costs though, and whatever it is capable of, preconceived opinions are unlikely to change. To some it is Lamborghini liberated, taking supercar performance and design beyond machines confined to the road or track. To others it's just a garish Q7, a money grabbing blot on Lamborghini's copy book and an unnecessary distraction from the business of making 'proper' supercars. As always for us, though, the proof will be in the driving. More on that in the New Year.