Tuesday 30th January 2024

Pow! Urban Automotive Ghost Redefined lands

Unveiled at SEMA and now available to order, UK tuner brings some visual clout to Rolls-Royce smoothy

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If you’re ever curious as to why manufacturer personalisation offerings are now so broad, just look at the aftermarket. Demand is seemingly booming for super high-end modification, as buyers seek to have something that stands out just that bit more than all the others. The OEMs inevitably want a bigger slice of what must be quite a lucrative pie. Probably be a while before Rolls-Royce is offering visual carbon fibre diffusers, however, which is where Urban Automotive can lend a hand. 

This is the Ghost Redefined, its take on the smaller of the two Rolls-Royce saloons. First shown at SEMA last year, it’s now available to order in the UK (Urban is based in Tongwell). More than 40 of its own parts go into a look of ‘imposing presence and understated elegance’, which are designed and manufactured in the UK to what Urban says are OE quality standards. Even if it’s not to your taste, the Redefined Ghost does look to be turned out very well indeed. 

That array of new parts includes bumpers, front splitter, rear diffuser, spoilers and sills, all designed with an ‘OEM Plus’ approach influenced by its previous Cullinan and retaining all the functions of the standard car. Some might suggest it’s perhaps a tad overboard for a Rolls-Royce, but don’t forget how popular the Black Badges derivatives are in the range. It’s not a huge leap from a car pitched by its maker as one that ‘lives after dark, igniting the rebel within’, to the Ghost from Urban Automotive. Goodwood probably draws the line at 24-inch Vossen wheels, however. Think of the Magic Carpet Ride. 

Redefined customers will also be offered a Milltek exhaust, to give the 6.6-litre V12 an attitude to match its design. Given a car like this must surely be all about making an impression - and buyers will already be spending hundreds of thousands - the exhaust feels like an extra well worth having on top. This Ghost has it, Urban’s first Redefined build that’s on sale already. Even in Milton Keynes rather than Las Vegas, and even in close proximity to similar conversions, it packs one heck of a visual punch. Precisely the point, of course - those that want a discreet spec are already very well served by the factory. The asking price is £350k…

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• Rolls-Royce Cullinan | PH Used Buying Guide
• In 119 years, Rolls-Royce has never sold more cars

[Hairymonster]

Yuk! That really is revolting.

[Type R Tom]

The customer is always right in matters of taste, personified

[pb8g09]

How long before people start painting their houses black and putting tints on their windows? Or is this going to forever be just a car thing?

[daveco]

Looks like a pimped out S-class/E-class imo.

[FarmerJim]

Are Rolls-Royce genuinely happy to have their brand and image completely trashed like this? Unspeakably foul.

[languagetimothy]

[TinpotTintop]

I'd imagine RR are pretty happy to have found a younger audience, however brash. Millionaires and billionaires are all getting younger and they go where the money is. Look how many AMG G-wagens have been sold. I'd suggest it's a similar demographic.

[DaveEvs]

Loving to hate the Halfords spoiler.

[redroadster]

Next bank robber mobile .

[dunnoreally]

That looks like something out of a trap music video. Pretty sure that's deliberate. They knew what they were going for, and they nailed it.

Would I drive one? Good God no. But I'm not who it's for.

[DaveyBoyWonder]

Although decent, a Milltek exhaust is something I imagine improves a Golf or Fiesta with their standard pig iron offerings. I'd think a RR would have something better than a Milltek from factory?

[fatsams]

Why?

[DanG355]

Other than being a bit too low I really don't think it's that bad...

It's not a drivers car so it's about luxury, being seen and photos added to Insta etc. I wouldn't drive it, but it really is no worse than the many Maybach/G-Wagon/Bentleys that get customised in this way. Raise it up a little and choose some of the less bling wheels and it'd look OK.

Like it or not, it will sell well I am sure.

[EBRANDON1]

its not as bad as the likes of mansory and overfinch (not much is), but a huge carbon rear diffuser, on a rolls royce, bit comical.

[stuart100]

Chav.

[MacR8A5]

That is truly awful. Probably the worst RR aftermarket so far

[mac96]

DaveyBoyWonder said:

Although decent, a Milltek exhaust is something I imagine improves a Golf or Fiesta with their standard pig iron offerings. I'd think a RR would have something better than a Milltek from factory?

Indeed.
And if you want to make a racket, surely you don’t want a Rolls Royce.

[Ray_Aber]

To me, it’s vulgar and lacking in taste.

For some, it’s the last word in cool.

À chacun son goût.

Edited by Ray_Aber on Tuesday 30th January 22:19

[Glenn63]

I like the front not sure about the rear ‘diffuser’ and love the silver wheels. Maybe a standard one with the wheels. I’d happily daily that.

[FMOB]

As they say money can't buy you taste.

For the ultimate in customisation the paint should be Matt black, add a couple chalk holders with coloured chalk and a board rubber you can have a different look everyday, whatever you fancy.