Urban Automotive, the renowned UK-based vehicle customisation firm, made a significant impact at the 2024 Goodwood Festival of Speed by debuting its exclusive reimagining of the Rolls-Royce Cullinan Series II. This latest project reflects the growing demand for bespoke luxury vehicles that combine elite craftsmanship with modern design enhancements.
The Rolls-Royce Cullinan Series II, already known as one of the most prestigious SUVs in the world, has been elevated further by Urban Automotive through a range of aesthetic and aerodynamic modifications. The exterior features a series of bold upgrades, including a newly sculpted front bumper, extended side skirts, and a distinctive rear diffuser, all crafted from lightweight carbon fibre. These components give the vehicle a more assertive and performance-oriented stance, without compromising the elegance associated with the Rolls-Royce brand.
Urban Automotive has also reworked the grille design and introduced custom-designed alloy wheels that complement the sporty exterior while supporting high-performance handling. The ride height and suspension remain tuned to preserve the smoothness expected of the Cullinan, despite the aggressive new look.
Inside the cabin, the Cullinan Series II receives a number of luxury refinements. Premium materials such as hand-stitched leather, carbon fibre trim, and custom embroidery elevate the interior, while retaining Rolls-Royce’s signature emphasis on comfort, quietness, and attention to detail. The personalization options offered by Urban cater to clients who seek uniqueness in every aspect of their vehicle — from colour schemes to bespoke monograms.
At the Goodwood Festival of Speed, one of the most prestigious automotive events globally, the Urban-enhanced Cullinan drew attention from collectors, media, and automobile aficionados. The event served as the perfect stage to unveil such a statement vehicle, as it celebrates performance, design innovation, and heritage across all classes of motoring.
Urban Automotive has positioned this version of the Cullinan not merely as a custom package, but as a distinct identity that sets it apart from standard luxury SUVs. The firm noted that demand for tailor-made vehicles in the ultra-luxury space has grown, particularly among clients in the Middle East, North America, and Asia. This unveiling is expected to drive further interest in Urban’s portfolio of customized vehicles, which also includes enhancements for brands like Lamborghini, Bentley, and Range Rover.
While Rolls-Royce remains focused on timeless design and craftsmanship, Urban Automotive’s contribution shows how customization houses can reinterpret these values with a modern flair. The company has confirmed that only a limited number of units will be made, adding exclusivity to the offering.
With this launch, Urban Automotive reinforces its status as a leading name in the luxury vehicle personalization segment, merging tradition with innovation to meet the evolving tastes of elite customers around the world.
