KNOXVILLE, Tenn. (July 10, 2026) – To celebrate its 10th year at the Goodwood Festival of Speed and cement its status as a global leader in premium Land Rover Defender personalization, Urban Automotive has unveiled two major Defender projects that signal the brand’s future direction.

Headlining its display at the 2026 Goodwood Festival of Speed is the world debut of the Widetrack Avontur prototype—a luxury lifestyle utility vehicle built to push the boundaries of what a Defender can be.

Developed under the direction of Urban’s Managing Director, Matthew Welch, the new Avontur blends Urban’s signature luxury design with real-world practicality. The result is a vehicle that looks perfectly at home outside a Monaco hotel, at a private marina, or on a country estate.

With over a decade of experience redefining the Defender platform, Urban has once again applied its “OEM+” design philosophy, combining engineering innovation and premium carbon fiber craftsmanship. The Avontur serves as a bold statement of intent for the brand’s next chapter, which will focus on more ambitious designs, heavier investment in in-house product development, and a dedication to building technically impressive, highly desirable vehicles.

These same priorities drive Urban’s second major project: an extensive, all-new styling program featuring a wide array of custom components designed exclusively for the flagship Land Rover Defender OCTA.

Launching two massive Defender projects simultaneously showcases Urban’s full range of in-house expertise and its ability to innovate at every level of vehicle development.

Alongside these debuts, Urban is bringing one of its most diverse and prestigious vehicle lineups to Goodwood in a decade. Four high-end luxury models customized with the latest Widetrack carbon fiber styling programs perfectly highlight the OEM+ quality of Urban’s work: the Rolls-Royce Cullinan Series II, Lamborghini Urus SE, Mercedes-Benz G-Class, and the custom Urban x Visionnaire Range Rover Autobiography collaboration.

“Goodwood is the perfect stage for Urban to showcase where the brand is headed. The Avontur is a deeply personal project for me because it embodies everything I believe Urban should represent: pushing boundaries, creating desire, engineering with purpose, and building vehicles that make people stop and think differently.

“This isn’t just another take on 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 work in a field while feeling completely relevant in any environment. That balance of luxury, capability, and individuality is what makes it so special.

“I believe the Avontur needs to be seen in person to be fully appreciated. It not only highlights the ambition and talent of our design and engineering teams, but it also signals the direction of Urban Automotive as we continue to invest in original design, manufacturing, and products that truly stand out.”

– Matthew Welch, Managing Director of Urban Automotive

Urban Widetrack Avontur Prototype
The Urban Widetrack Avontur prototype is one of Urban Automotive’s most ambitious projects to date and marks the first major vehicle program developed since the company joined the AM Group.

Based on the 110 Hard Top commercial model, the Avontur transforms the Defender into a luxury lifestyle utility vehicle that offers premium craftsmanship, everyday practicality, and commercial capability in a completely unique package.

Equally suited for a country estate, a marina, or city streets, the Avontur is tailored for a new generation of buyers who demand individuality and versatility without sacrificing performance or luxury.

To turn the Defender into a luxury utility vehicle while preserving its strength, refinement, and driving dynamics, Urban executed an extensive engineering program. This included building a custom structural framework with an integrated rollover structure to ensure the vehicle feels cohesive and purpose-built.

Built on Urban’s popular Widetrack platform, the Avontur features more than 36 custom components:

  • All-new replacement carbon fiber hood
  • New carbon fiber side trim
  • Completely custom rear body architecture
  • Fully exposed carbon fiber truck bed
  • Integrated modular utility rail system
  • Embossed UA Icon logo integrated into the bed floor
  • Fully functional tailgate
  • Integrated bottle holder inside the tailgate
  • Custom structural engineering and rollover framework

Customers can order the Avontur in Forged Carbon, Urban 2×2 Carbon Fiber, or Urban 4×4 Carbon Fiber, with both gloss and matte finishes available. Prospective buyers can now register their interest on the Urban website: www.urban-automotive.com.

Defender OCTA Styling Program
Designed exclusively for the flagship Land Rover Defender OCTA, this styling program represents the next evolution of the company’s signature design language, focusing heavily on original design, engineering, and manufacturing.

The extensive styling program for the OCTA includes a wide range of newly developed parts:

  • Replacement carbon fiber hood with integrated vent details
  • Carbon fiber front canards
  • Carbon fiber DRL pods and grilles
  • Carbon fiber center grille overlay
  • Carbon fiber side vents
  • Carbon fiber front and rear wheel arch extensions
  • All-new carbon fiber rear spoiler
  • Carbon fiber exhaust surrounds
  • Custom spare wheel cover with carbon fiber inserts

The program also uses advanced PA12 3D-printed components for precise fitment, alongside an all-new 23-inch Urban-Vossen forged wheel, handcrafted in Miami exclusively for the Defender OCTA.

Customers can choose from several finishes, including Forged Carbon (designed to match OCTA Edition One models), Urban 2×2 Carbon Fiber, or Urban 4×4 Carbon Fiber, available in gloss or matte. The complete styling program is available to order immediately through Urban Automotive and its global dealer network.

The Urban Portfolio at the 2026 Goodwood Festival of Speed
As always, the Urban booth at the Goodwood Festival of Speed features a display of luxury vehicles showcasing the brand’s premium portfolio. This year’s lineup includes four custom luxury models outfitted with the Widetrack styling program:

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