Lamborghini is trying to shake off its macho image
The company's recently appointed chief executive Stefano Domenicali said the brand - with its famous raging bull logo - plans to soften its image with the launch of its new Urus SUV, which is due to roll out in 2018 at a starting price of around $200,000.
Domenicali said: "A bull is always aggressive, but I would like to give us a new philosophy toward the future: A bull can be gentle."
The Volkswagen Group-owned Lamborghini hopes the majority of the new SUV's buyers will be women, but just 5% of its global buyers last year were female - a figure that has stayed at around the same level for more than a decade, according to Bloomberg, which shows how much of a task the automaker has ahead of it.
The Lamborghini Urus SUV has softer edges than signature Lamborghinis and is expected to have a 600-horsepower, turbocharged V8 engine rather than the automaker's signature V12.
Domenicali said: "A bull can recognize people with a glimpse of the eye and be smart. He is not always aggressive in a negative way. He's aggressive because he is [a] very strong animal, but the Lamborghini of the future is an animal that can recognize the beauty of people, can recognize the fact that we are going to a family-oriented business with an SUV."
Lamborghini expects to at least double production to 7,000 vehicles a year by 2019 once it rolls out its new SUV. The company also plans a plug-in hybrid electric version of the SUV by 2020 and it is considering a zero-emission vehicle.