It's been five long years since Lamborghini president Stephan Winkelmann introduced the Urus at Volkswagen Group Night in Beijing, China. The crowd went wild for the SUV supercar, but many were certain that the Urus was nothing more than a pipe dream. This week CEO Stefano Domenicali confirmed that mass production will begin in April, 2017 in an interview with Digital Trends. "I believe that we have all the potential to do a fantastic job, but it's also my duty and responsibility to keep everyone very focused. Everything has to be perfect when the car lands on the market. It will be a new market, and new customers," he said. Domenicali has not confirmed when we'll see the first models available for sale, but it will likely be 1st quarter 2018 at the absolute earliest.