There’s no shortage of bold and extravagant customizations when it comes to the Rolls-Royce Cullinan, but not all modifications have to be flashy to make a statement. In fact, subtlety can sometimes stand out even more. This philosophy is evident in the latest creation from British tuning house Urban Automotive. Unveiled at the prestigious Goodwood Festival of Speed, the firm introduced its widebody version of the Cullinan Series II — one that embraces refinement and restraint rather than flamboyance.
Unlike previous interpretations, such as Mansory’s highly stylized take on the Cullinan released last year, Urban Automotive’s version offers a more sophisticated and balanced aesthetic. The build includes a complete widebody kit comprised of over 40 carefully designed components. These upgrades begin at the front of the vehicle, where a carbon fiber hood—painted to match the body color—instantly adds a touch of understated aggression. The front fascia has also been reworked and now features carbon fiber accents, vertical LED daytime running lights, and a darkened grille. This redesign gives the SUV a more commanding and modern appearance without straying into the realm of excess.
Moving to the sides, Urban has enhanced the Cullinan’s muscular stance by adding widened front and rear wheel arches. These are complemented by carbon fiber side skirts that add both style and aerodynamic function. Perhaps the standout feature of the whole package is the set of massive 24-inch UV-8 fully forged black wheels, wrapped in high-performance Yokohama Advan Sport tires. These not only give the Cullinan an assertive road presence but also hint at its high-performance potential. At the rear, the enhancements continue with a carbon fiber bumper, tailpipe surrounds, and a sporty diffuser. Subtle carbon lip spoilers round out the exterior transformation.
Given that a standard Cullinan Series II starts at over £300,000 in the UK, this level of customization comes at a premium. Urban Automotive’s fully upgraded Cullinan package starts at £449,995, though that figure can rise significantly depending on additional options. It’s clear that this offering targets a clientele for whom exclusivity and personal expression are more important than price.
For those looking to carry the customization theme into the cabin, Urban also offers a full interior overhaul. This includes custom-upholstered seats and a redesigned steering wheel, creating a luxurious and personalized environment. Although the price for the interior package hasn’t been revealed, buyers in this segment typically place more value on uniqueness than on cost. Urban Automotive’s refined approach proves that with thoughtful design, even one of the most luxurious SUVs in the world can be made more distinctive—without shouting for attention.