Poised to become Lamborghini's second-ever SUV (remember the 'Rambo Lambo' LM002?), the Urus was finally given a green light in 2013 - but an actual launch date remained up in the air.
"We are working on it, and it will come, which will be good for the brand," Lamborghini boss Stephan Winkelmann said last year.
A new report with German paper Automobilwoche suggests that production of the new SUV will begin in 2017, at the same Slovakian plant that builds the Porsche Cayenne, VW Touareg and Audi Q7.
The same plant will be responsible for the production of Bentley's new SUV, which is scheduled to enter the market in 2016.
The report adds that, in order to accommodate the massively expanded production schedule, the company has installed its largest-ever metal press for producing steel and aluminium panels.
This latest report follows a January piece with with business paper Bloomberg that claims Stephan Winkelmann has confirmed the company expects to introduce the Urus to market in 2017.
And in 2013, Audi boss Rupert Stadler described the Urus is a model that Lamborghini "has to do", before hinting at a 2016 or 2017 showroom debut.
Winklemann has highlighted the lightweight technology destined for Urus and other future Lamborghini and Audi models, which will combine extruded, cast, and pressed aluminium with conventional steel.
A new moulded carbon fibre process is also expected to feature, which significantly reduces the material’s production cost over conventional hand-laid carbon fibre matting.
The production Urus’ motive source is yet to be confirmed, but a twin-turbo V8 related to Audi’s RS 6 is one of the likely options.