Yes, it's finally happened - Lamborghini has done an SUV. Well, we say finally, but (before you swell into indignant rage) Lamborghini has made a 4x4 before, of course - the monstrous LM002 of 1986.
But this one, the Urus, is a different kettle of mud entirely, built for a generation that is clamped by an apocalyptic thumbscrew, with global recession tightening on one side and impending ecological meltdown the other, yet still desperate to wrap its tortured hands around the steering wheels of ever more pointlessly profligate motors.
The Urus will, without doubt, become the must have fashion accessory of sheiks, footballers, property developers and lottery winners everywhere - and evil incarnate to plenty of other people.
Unveiled this week at the Beijing Motor Show, the Urus is officially a concept for now, but there's little doubt it'll be made - the fact is, Lamborghini needs to sell more cars.
Due in 2016, Lambo aims to sell around twice as many of them as it does Aventadors and Gallardos put together, meaning around 3,000 per year.
The four-seat SUV will cost around £150,000 when it hits the sales floor, making it a rival for the madder stuff in the SUV niche - stuff like the BMW X6 M, Porsche Cayenne Turbo and...well, that's it for now. And even they are cheap by comparison.
So love it or hate it, the super SUV is coming to disabled parking space or a double yellow line outside a Mothercare near you soon. Get used to it. And get out of its way, little person.
The Urus will have around 600bhp, says Lamborghini, but from what engine we don't quite know. That said, there's talk on the Beijing show floor of...a hybrid. Yep, apparently the Urus will have a 4.0-litre V8 attached to an electric motor.
It'll still do about eight miles per gallon most of the time, probably, but it'll at least get through the EU test cycle with a modicum of dignity.
It will also, hopes Lambo, be the fastest accelerating 4x4 ever sold, with a 0-62mph time of about four seconds. It will have a dual-clutch automatic transmission, with paddles behind the wheel.
Its turn of speed will partly come because it'll be so light - for an SUV, anyway. The concept uses much carbon fibre for the body and interior, including the seats.
Obviously it'll be a bit rubbish off road, but then Lamborghini is making no such claim for it. It is four-wheel drive, though, in case that's not obvious.
"The Urus is a very concrete idea for the future of Lamborghini," said Lambo boss Stephan Winkelmann. "SUVs stand for freedom and emotion. SUVs make up one of the most successful market segments worldwide. The Urus is the most extreme interpretation of the SUV idea; it is the Lamborghini of the SUVs."
Lamborghini, you may remember, was all set to launch a Porsche Panamera-rivalling four-door supersaloon not long ago, called the Estoque. However, that's been put on hold for a couple of reasons: a suitable platform couldn't be found within the VW group (which owns Lamborghini) and, more importantly, an SUV will sell better. Simples.