"We were expecting a positive feedback from the customer, but not at the level we are receiving now", the executive told CNBC.
Let's take a look at the numbers, then.
Sales are so promising that the Italian brand expects to end 2018 having produced 5,000 cars, 1,000 of which will have been the Urus, and that this will grow to 8,000 cars produced in 2019 with the SUV account for fully half of these.
Currently, about 70% of the owners of the Urus are new to the brand, meaning that they have never owned a single Lamborghini before. "We have seen an increase in female buyers for sure", he said.
Domenicali suggests the Urus is opening the door to buyers in markets where poor roads discourage sales of ground-hugging cars, including Russian Federation and India. "Russia and India have been strong for this vehicle, so this is a big step for us", he said.
More importantly, the CEO said Lamborghini will never become a mass producer, and will also keep its production low and quality high.
"The growth has to be done right".
Lamborghini chief technical officer, Maurizio Reggiani, said to CarAdvice at the recent Geneva Motor Show that while Lamborghini was "forced" to employ turbochargers in the Urus SUV, the Huracan and Aventador replacements would be naturally aspirated for as long as possible. Many traditional owners and buyers of high-performance Lambo sports cars are aghast that the company is selling an SUV, no matter how good it is.
What happens in these cases is that these brands suddenly make a whole lot more money than before and invest in making even better exotic coupes for the few people-and clearly, those few are well outnumbered-who care about cars that are actually nice to drive.
"We chose the best engine for the mission of the auto", Reggiani said of the turbocharged V8 engine in the Urus. "When they are seated in this vehicle, they discover something they were not expecting".