Urban Automotive has made a splash at the Goodwood Festival of Speed celebrating its tenth anniversary with two groundbreaking projects centered around the Land Rover Defender. The British tuner has transformed the iconic SUV into a luxury pickup and introduced an extensive styling program for the Defender Octa, showcasing their commitment to innovation and craftsmanship.
The event marked a significant milestone for Urban Automotive, highlighting their evolution and the expansion of their engineering and design capabilities. The company’s managing director, Matthew Welch emphasized the importance of Goodwood as a platform for showcasing their future direction.
The Widetrack Avontur Prototype: A Luxury Pickup Redefined
The Urban Widetrack Avontur is a testament to the company’s ability to blend luxury with utility. Based on the Defender 110 Hard Top Commercial, this prototype features more than 36 bespoke components, including a replacement carbon fiber bonnet, redesigned side trims, and an exposed carbon fiber load bed. The pickup is equipped with a modular utility rail system, a bottle holder, and a functional tailgate, making it as practical as it is stylish.
To ensure structural integrity, Urban Automotive added a bespoke structural framework with an integrated rollover structure. The load bed is available in various carbon fiber finishes, including Forged Carbon, Urban 2×2 Carbon Fiber, and Urban 4×4 Carbon Fiber, with options for gloss or matte lacquer. The Widetrack Avontur is designed to perform seamlessly in both urban environments and private estates, catering to a wide range of customer needs.
The Defender OCTA Styling Programme: Elevating the Flagship Model
Alongside the Widetrack Avontur, Urban Automotive introduced a dedicated styling program for the Defender OCTA. This comprehensive package includes a replacement carbon fiber bonnet with integrated vents, front canards, daytime running light pods, grille overlays, side vents, extended wheel arches, a rear spoiler, carbon fiber exhaust surrounds, and a bespoke spare wheel cover. The program also features newly developed PA12 3D-printed components and exclusive 23-inch Urban-Vossen forged wheels.
The styling program reflects Urban Automotive’s OEM+ philosophy, ensuring factory-quality fitment and carefully integrated design. Every component is designed to enhance the Defender’s original character while giving it a more distinctive visual presence. The program is a clear indication of Urban Automotive’s growing focus on premium Defender personalization and original product development.
Expanding the Luxury Personalization Market
Urban Automotive’s presence at the Goodwood Festival of Speed extended beyond the Defender projects. The company also showcased Widetrack versions of the Rolls-Royce Cullinan Series IILamborghini Urus SEMercedes-Benz G-Class and the Urban x Visionnaire Range Rover Autobiography collaboration. These projects reinforce Urban Automotive’s growing influence within the luxury personalization market.
As Urban Automotive enters its next phase following integration into the AM Group, greater investment in engineering, manufacturing, and original product development is expected. The Widetrack Avontur Prototype and Defender OCTA styling program represent a clear indication of the company’s long-term strategy and commitment to innovation.
