Automobili Lamborghini brought Esperienza Terra to Southwest China, where spectacular landscapes and diverse terrain set the stage for an extraordinary driving journey. Behind the wheel of the Urus SE – the most versatile and fun-to-drive Super SUV ever – participants traversed dramatic mountain ridges, ancient winding roads and breathtaking alpine scenery, pushing beyond conventional grand touring to experience the unparalleled driving exhilaration that defines the brand.
“With Esperienza Terra, we wanted to create a journey that goes beyond driving – an experience shaped by exploration, emotion and discovery. From mountain passes and cliffside roads, to challenging off-road terrain, the Urus SE demonstrated its ability to combine exceptional performance, versatility and driving emotion across some of China’s most spectacular landscapes.”
Konstantin Sychev,
Managing Director of Automobili Lamborghini Chinese mainland, Hong Kong & Macao
Over the course of four days, guests explored four distinct driving stages across Southwest China’s spectacular terrain. From the misty highlands between the Cangshan Mountains and Erhai Lake to the dramatic cliffside switchbacks of the legendary “Eighteen Bends” mountain road, the Urus SE demonstrated exceptional precision, agility and dynamic capability across every elevation change. This year’s journey also introduced a dedicated light off-road section, showcasing the Super SUV’s uncompromising performance beyond conventional grand touring.
Along the route, ancient towns and alpine landscapes unfolded beneath snow-covered peaks, creating a striking backdrop for the journey. Beyond the drive itself, curated moments throughout the experience brought Lamborghini’s authentic Italian DNA to life amid the poetic landscapes of Southwest China, fostering connections among a global community united by passion, craftsmanship and a shared spirit of exploration.
The Urus created the Super SUV segment, and the Urus SE continues to set the benchmark by pushing its boundaries even further. Featuring a new design, optimised aerodynamics, unprecedented on-board technology and an 800 CV hybrid powertrain, the Urus SE redefines comfort, performance, efficiency, emissions and driving pleasure.
Throughout the journey, the Urus SE demonstrated extraordinary versatility across vastly different driving conditions through its distinct driving modes. On scenic highways and alpine roads, Hybrid and Strada modes delivered refined comfort and enhanced efficiency. Along winding mountain passes and dramatic cliffside roads, Performance and Corsa modes unleashed the full dynamic potential of the Super SUV, maximising agility, responsiveness and driving exhilaration.
This year’s Esperienza Terra holds particular significance as Automobili Lamborghini celebrates its 63rd anniversary. Since 1963, Lamborghini has stood for the courage to challenge convention and create something the world had never seen before.
Today, that same spirit continues to inspire journeys defined by exploration, discovery and the pursuit of the extraordinary. In China, where a new generation increasingly seeks experiences beyond convention, Esperienza Terra becomes more than a drive through extraordinary landscapes – it is an expression of Lamborghini’s enduring spirit to challenge boundaries and embrace the unknown.
