Urban Automotive celebrates a decade at Goodwood Festival of Speed with two landmark debuts

July 10, 2026 by Urban Automotive
• Urban marks 10th year at Goodwood Festival of Speed by reinforcing its position as world’s leader in premium personalisation of the Land Rover Defender with two landmark debuts
• World debut: Urban Widetrack Avontur prototype luxury lifestyle utility vehicle
• Official launch: new Land Rover Defender OCTA styling programme
• Luxury vehicle portfolio showcases latest Urban Widetrack styling programmes for the Rolls-Royce Cullinan Series II, Lamborghini Urus SE, Mercedes-Benz G-Class and Urban x Visionnaire Range Rover Autobiography collaboration
To celebrate earning a position as a world leader of premium Land Rover Defender personalisation, and its 10th year at the Goodwood Festival of Speed, Urban Automotive has revealed two landmark Defender projects that point directly to the future direction of the brand.

Leading its display at the 2026 Goodwood Festival of Speed is the world debut of its Widetrack Avontur prototype, a luxury lifestyle utility vehicle created to push the limits of what a Defender can become.

Developed under the direction of Urban’s Managing Director, Matthew Welch: the new Avontur combines Urban’s luxury design language with genuine real-world practicality to create a vehicle that would not look out of place in Monaco, at a private marina, or on a country estate.

With over a decade’s expertise in continually redefining what is possible with the Defender platform, once again, Urban has used its OEM+ design ethos with genuine engineering innovation and premium carbon fibre craftsmanship to create the Avontur as a bold statement of intent for the next chapter of its growth. This will feature more ambitious designs, further investment in in-house product development and engineering ability, plus an even stronger focus on creating cars that are both technically impressive and genuinely desirable.

These talents are also at the core of Urban’s second Defender project – an extensive all-new styling programme with a wide range of components designed exclusively for the flagship Land Rover Defender OCTA.

The debut of two major Defender projects at the same time proves Urban’s ability to innovate across every level of vehicle development and the full breadth of its in-house expertise.

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Alongside these debuts, Urban also has one of the most diverse and prestigious vehicle line-ups in its 10 years at Goodwood. Four high-end luxury models personalised with its latest Widetrack carbon fibre styling programmes are perfect examples of the OEM+ quality of Urban’s designs: the Rolls-Royce Cullinan Series II, Lamborghini Urus SE, Mercedes-Benz G-Class, and the bespoke Urban x Visionnaire Range Rover Autobiography collaboration.
Matthew Welch, Managing Director of Urban Automotive, commented: ‘Goodwood is the perfect stage for Urban to show where the brand is going next. The Avontur is a deeply personal project for me because it represents everything I believe Urban should stand for: pushing boundaries, creating desire, engineering with purpose, and building vehicles that make people stop, look, and think differently.’

‘This is not simply another interpretation of the Defender. The Avontur is a luxury lifestyle utility vehicle with genuine practicality. It could sit outside a hotel in Monaco, arrive at a marina, cross a country estate, or be working in a field yet feel equally relevant in every setting. That balance of luxury, capability, and individuality is what makes it so special.’

‘I believe our Avontur needs to be seen in person to be fully understood and appreciated. It not only shows the ambition and talent of our design and engineering teams but also signals the direction of Urban Automotive as we continue to invest in original design, manufacturing, and products that make a difference.’

Urban Widetrack Avontur Prototype
The Urban Widetrack Avontur prototype is one of the most ambitious projects ever undertaken by Urban Automotive and the first major vehicle programme developed since it joined the AM Group.

Based on the 110 Hard Top commercial, the Avontur transforms the Defender into a luxury lifestyle utility vehicle with premium craftsmanship, genuine practicality, and commercial capability in a package unlike anything currently available on the market.

Equally at home on a country estate, at the marina, or navigating the city, the Avontur is designed for a new generation of customers who demand individuality, craftsmanship and versatility without compromising performance or luxury.

To transform the Defender into a luxury utility vehicle while maintaining its strength, refinement and driving characteristics, Urban developed an extensive engineering programme. This included creating a structural framework with an integrated rollover structure specifically for the vehicle to ensure it feels cohesive and engineered for its intended use.

Utilising Urban’s popular Widetrack platform, the Avontur has more than 36 bespoke components:

• All-new replacement carbon fibre bonnet
• New carbon fibre side trims
• Completely bespoke rear body architecture
• Fully exposed carbon fibre load bed
• Integrated modular utility rail system
• Embossed UA Icon logo integrated into the load bed floor
• Retained tailgate functionality
• Integrated bottle holder within the tailgate
• Bespoke structural engineering and rollover framework
Customers will be able to commission the Avontur in Forged Carbon, Urban 2×2 Carbon Fibre or Urban 4×4 Carbon Fibre, with both gloss and matt lacquer finishes available. Anyone who is interested in owning this vehicle can now register their interest on the Urban website: www.urban-automotive.com.

Defender OCTA Styling Programme
Designed exclusively for the flagship Land Rover Defender OCTA, the styling programme reflects Urban’s continued focus on original design, engineering, and manufacturing, while introducing the next evolution of the company’s signature design language.

The OCTA’s extensive styling programme includes a wide range of newly developed components:

• Replacement carbon fibre bonnet with integrated vent detailing
• Carbon fibre front canards
• Carbon fibre DRL pods and grilles
• Carbon fibre centre grille overlay
• Carbon fibre side vents
• Carbon fibre front and rear wheel arch extensions
• All-new carbon fibre rear spoiler
• Carbon fibre exhaust surrounds
• Bespoke spare wheel cover with carbon fibre inserts
The programme also incorporates advanced PA12 3D-printed components for enhanced precision and fitment, alongside an all-new 23-inch Urban-Vossen forged wheel, handcrafted in Miami exclusively for the Defender OCTA.

Customers can choose from a range of finishes, including Forged Carbon (to complement OCTA Edition One models), Urban 2×2 Carbon Fibre or Urban 4×4 Carbon Fibre, with gloss or matt lacquer finishes. The complete styling programme is available to order immediately from Urban Automotive and its global dealer network.

The Urban portfolio at Goodwood Festival of Speed 2026
As usual, the Urban stand at the Goodwood Festival of Speed includes a display of luxury vehicles to showcase the breadth of its premium vehicle portfolio. This year, there are four bespoke luxury models personalised with its Widetrack styling programme, including:

• Rolls-Royce Cullinan Series II Widetrack
• Lamborghini Urus SE Widetrack
• Mercedes-Benz G-Class Widetrack
• Urban x Visionnaire Range Rover Autobiography collaboration