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Urban Automotive Brings Custom G-Wagon & Rolls-Royce Cullinan To SEMA 2026

Urban Automotive Brings Custom G-Wagon & Rolls-Royce Cullinan To SEMA 2026

An annual hub for automotive customization in Las Vegas, Urban Automotive’s presence at SEMA this year is a mark of its growth in the United States.

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Based in Milton Keynes, England, Urban Automotive is known for its luxury SUV customizations, taking some of the world’s most desirable and recognizable models and giving them a signature style, along with modified exhausts and more. Staple vehicles that are customized by Urban Automotive include Defenders, Range Rovers, the Rolls-Royce Cullinan, and the Mercedes-Benz G-Class, and at the upcoming SEMA show in Las Vegas, Urban Automotive’s presence includes showing off a customized Rolls-Royce Cullinan and G-Wagon pair.

Presence at SEMA is an important step for Urban Automotive’s presence in the United States, as the show is known as one of the biggest hubs for automotive customization brands and special projects each year. There, Urban will showcase a Mercedes-Benz G-Wagon, as well as a Rolls-Royce Cullinan, both customized with Urban’s latest Widetrack styling program.

As its name suggests, the Widetrack design gives both the Mercedes-Benz G-Class and the Rolls-Royce Cullinan a wide-bodied stance, complete with several carbon fiber exterior components and custom Vossen wheel designs to finish the unique look. Meanwhile, the G-Wagon receives a custom Milltek exhaust to enhance its sound experience, while the Cullinan is customized with details like a black Spirit of Ecstasy icon.

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About Urban’s milestone appearance at the 2026 SEMA show, John Manners, General Manager of Urban Automotive USA, commented, “The G63 AMG and Cullinan Series II are stunning examples of the personalisation Urban offers customers who want something distinctive and high quality. Our presence at SEMA this year represents more than an opportunity to showcase these exceptional cars but also underlines our ambition to have our British-designed styling programmes recognised in one of the world’s most significant and fashionable car markets.” With two of its most luxurious custom vehicles coming to SEMA, Urban Automotive is ensuring that in the United States, the customization firm is here to stay.

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Image Source: Urban Automotive

Tyler Rampersaud



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