You heard right. The fine Italian folks over at Lamborghini Automakers have decided to try their hand at grabbing a share in the ever-increasing American crossover market. With the recent introduction of the Porsche Panamera, Lamborghini have now decided to stage their competition with the unveiling of the new Urus.  While the car is still in concept stage, production would experience a limited run of 3,000 models, and would set potential buyers back $150,000.

The new SUV would feature a 6.o liter W12 engine with a jaw-dropping 600 break horsepower, a number that excites the rogue soccer mom in all of us. What this this car lacks in practicality though, it makes up for in design. I mean, this beast is sexy. With carbon fiber accents used in the frame and on the body,  and with plush leather lining the interior, this is the lightest, and cleanest, SUV in its class. The CEO of Lamborghini claims that the Urus will be “the world’s fastest-accelerating SUV.”

But will it sell? Let’s hope this baby makes it to production.

Check out this rather wicked video of the unveiling of the  Urus  at the 2012 Beijing Motor Show, complete with dramatic interpretive dancers and all. Enjoy.