Lamborghini Trademarks the Name “Deimos”
Concept SUV to be possibly called Deimos

This past week in New York City, selected groups were shown a sneak preview of the new Lamborghini SUV, which will be publicly revealed in Beijing at the end of the month.

Today Car and Driver is reporting the Italian carmaker has recently registered the trademark “Deimos” which according to Greek mythology, was the personification of fear, dread and terror. Lamborghini may be straying a bit from the typical style naming after famous bulls, which has been a key part of the carmaker’s identity, but let's not forget the famous Countach was named after an expression, not a bull so anything goes.

If we had to place a bet we'd feel pretty good with the odds that this is the name of the upcoming SUV to be shown. We'll all find out soon enough.

 

Very excited, hope they don't screw this up...

 

Hmm doesn't really fit a SUV. Possibly related to their upcoming 50th birthday, read limited edition supercar à la Reventon?

 

they did already screw up...
with that name..duh

 

Yep it's true, the name recently got registered as a EU trademark.
They also registered some other names recently:

Noctis (registered for paints and cloths, not vehicles),
Sensum, Cylinder on Demand, and this logotyp with the text ACRC:

 

Should look much better than the Bentley SUV!

 

Slap a lift kit and off road tires on the aventador and call it a day