Urban Automotive unveils customized Rolls-Royce Cullinan Series II at Goodwood

Urban Refines Rolls-Royce With Carbon

Urban Automotive, the British luxury car modifier known for its carbon-fiber body kits for high-end models, has put its spin on the refreshed Rolls-Royce Cullinan Series II. This updated version of Rolls’ only SUV, marked by a new front fascia with prominent vertical LED daytime running lights, is already proving popular with tuners, but Urban Automotive aims to distinguish itself with what it calls “OEM+” standards of build quality.

The Cullinan Series II “Redefined by Urban” will initially be offered in the United Kingdom with a starting price of 449,995 British pounds ($609,842 at current exchange rates), and production at the company’s facility in Milton Keynes (also home of the Red Bull Racing F1 team). But Urban’s expansion into the U.S. with a dedicated facility means these modifications could soon be available to customers on this side of the Atlantic as well.

A More Aggressive Look

What customers get for that considerable chunk of change is a full carbon-fiber body kit, including a new front bumper, two-piece splitter, fender flares, sill extensions, a rear bumper with diffuser and anodized aluminum exhaust finishers, and a pair of spoilers. The package also includes 24-inch Urban-Vossen forged wheels.

“We felt the Series II model needed a more aggressive look and some Urban enhancements to its design,” Urban Automotive founder Simon Dearn said in a statement. Dearn pointed out the DRLs, which extend down nearly to the bottom of the front bumper. That fits with Urban’s “OEM+” ethos, as it largely follows the stock styling. So do the vertical bars in the front bumper’s air intakes, which match the grille.

But the look is also indeed more aggressive than stock. It’s unlikely that Rolls-Royce would produce anything with such prominent fender flares, and the quad exhaust tips and rear diffuser are markers of performance not normally associated with Rolls. Speaking of performance, Urban didn’t discuss any modifications to the Cullinan’s twin-turbocharged 6.7-liter V12, which makes up to 591 horsepower and 664 pound-feet of torque in Series II Black Badge models.

Urban Automotive’s U.S. Expansion

Just last week, Urban Automotive announced the opening of a dedicated Americas division, anchored by a new warehouse and distribution facility in Phoenix, Arizona. The company previously relied on Tennessee-based Milltek Corp. for U.S. distribution. Urban has said that running its own facility is intended to reduce delivery times, improve customer service, and build more relationships with dealers and car builders in the U.S. Founded in 2014, Urban reported a 173% year-over-year increase in overseas sales in 2023, helping to justify its U.S. expansion.