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Lambo CEO Stephan Winkelmann says that the Urus is going into production soon.

"We're going low profile now," Winkelmann says. "I can't tell you much on details now, but when we get close to the launch, we will have more."

The CEO reportedly said earlier this year that the Urus would start production in 2017.

Lamborghini delayed production of the Urus a year ago due to Europe's economic climate while continuing to develop the SUV.