It was almost an inauspicious start when a technical glitch killed the sound-and-light show minutes into the launch of the long-awaited Urus at the Lamborghini's new high-tech factory in Sant'Agata Bolognese, Italy.

Luckily, Italian Prime Minister Paolo Gentiloni was philosophical: "Don't worry about the technical issue," he shrugged when he took the floor before 750 dealers, media and other guests from around the world. "It's like a storm in the middle of a wedding."