What makes Urban Automotive’s Rolls-Royce Cullinan kit stand out from the crowd?
When it comes to customizing a Rolls-Royce Cullinan, most tuners go big—sometimes too big. Think wild colors, oversized spoilers, and enough carbon fiber to make a Formula 1 team jealous. But Urban Automotive, a British firm with a growing reputation for tasteful upgrades, is taking a different route. Their new widebody Cullinan, unveiled at the Goodwood Festival of Speed, manages to turn heads without crossing into gaudy territory. The secret? Over 40 individual carbon fiber pieces, each designed to enhance rather than overpower the Cullinan’s stately presence.
Instead of slapping on the loudest possible bodywork, Urban’s kit opts for a body-colored carbon fiber hood, a sharper front fascia, and vertical LED daytime running lights that feel modern but not flashy. The blacked-out grille gives the front end a more assertive look, but it’s still unmistakably Rolls-Royce—just with a bit more attitude.
How does the Urban kit change the Cullinan’s look and feel?
Let’s be honest: the Cullinan is already a statement piece. But Urban’s upgrades add a layer of athleticism and exclusivity. Along the sides, you’ll spot flared wheel arches and carbon fiber skirts that widen the SUV’s stance. The real showstopper? Those massive 24-inch UV-8 forged black wheels, wrapped in Yokohama Advan Sport tires. They’re not just for show—these wheels are engineered for strength and performance, a nod to the growing trend of luxury SUVs that can actually handle a twisty road.
At the rear, the changes continue with a new carbon bumper, carbon tailpipe surrounds, and a diffuser. Subtle carbon lip spoilers round out the package, giving the Cullinan a sportier silhouette without veering into cartoonish territory. It’s a balancing act, and Urban Automotive nails it.
Is this just about looks, or is there more under the surface?
Most widebody kits focus on exterior drama, but Urban knows that luxury buyers want the full experience. That’s why they offer a comprehensive interior retrim as well. For an extra cost, you can have your seats reupholstered in bespoke materials and the steering wheel redesigned to your exact taste. While Urban hasn’t published pricing for the interior package, it’s safe to say that if you’re shopping for a Cullinan, you’re not pinching pennies.
It’s worth noting that the Cullinan Series II starts at over £300,000 (about $406,000) in the UK. With the full Urban treatment, you’re looking at a starting price of £449,995 (roughly $610,000)—and that’s before you start ticking boxes for extra customization. For context, that’s more than the price of a brand-new Corvette, and yet, in the world of ultra-luxury SUVs, it’s not even the most expensive option out there.
What do real-world buyers get for the price?
Beyond the obvious bragging rights, Urban’s Cullinan package offers a level of personalization that’s hard to match. Each kit is made to order, and the sheer number of components—over 40 separate carbon fiber pieces—means your Cullinan won’t look like anyone else’s at the next supercar meet. The wheels alone are a conversation starter, and the interior retrim ensures that the luxury experience continues inside.
But it’s not just about standing out. Urban’s approach is refreshingly restrained, appealing to buyers who want to make a statement without shouting. That’s a subtlety you don’t always find in the aftermarket world, where louder is often mistaken for better.
How does Urban’s approach compare to other tuners?
If you’ve followed the world of high-end car customization, you know that some tuners—like Mansory—lean heavily into extravagance. Think wild paint jobs, aggressive bodywork, and interiors that look like they belong in a nightclub. Urban Automotive, by contrast, is carving out a niche for those who appreciate craftsmanship and design harmony.
This shift toward more refined modifications isn’t just a trend—it’s a response to what luxury buyers actually want. According to a 2023 report from the Luxury Institute, personalization and authenticity are now top priorities for high-net-worth individuals. They want their cars to reflect their own style, not just the latest fad. Urban’s kit fits this bill perfectly.
What’s the big takeaway for luxury SUV enthusiasts?
In the end, Urban Automotive’s widebody Cullinan is proof that you don’t need to go overboard to make a luxury SUV truly special. With thoughtful design, high-quality materials, and a focus on subtlety, they’ve created a package that enhances the Cullinan’s presence without sacrificing its core identity.
The big takeaway? Personalizing your Cullinan—or any luxury car—isn’t about perfection or excess. It’s about making smarter, more intentional adjustments that reflect your taste. Start with one change this week, and you’ll likely spot the difference by month’s end. Sometimes, less really is more.