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Custom Rolls-Royce Ghost and Range Rover bring a touch of class to SEMA 2023

Urban Automotive’s tastefully modified versions of the luxury limo and SUV revealed in Las Vegas

Rolls-Royces and Range Rovers aren't the kind of the cars you’d usually expect to see at the SEMA show – the home of outrageously powerful and outlandish show cars. However, British firm Urban Automotive has decided to add a touch of class to this year’s proceedings, unveiling its latest products and styling enhancements for the Rolls-Royce Ghost and fifth-generation Range Rover.

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Both cars have received Urban’s latest styling packages, which in the case of the Ghost includes a new front bumper and splitter, and redesigned rear bumper with diffuser, all made from carbon fibre, and handmade in Britain. The modified luxury limousine also features integrated daytime running lights, billet aluminium exhaust tips, plus even more carbon fibre for the door sills and boot spoiler. 

It’s hard to miss the new rims on Urban’s take on the Ghost, which are made by Miami-based Vossen Wheels and come in either 22- or 24-inch sizes. Another option fitted to the SEMA show car is a new Milltek Sport performance exhaust.

Urban applied many of the same changes to the fifth-generation Range Rover, with the most obvious styling change being the new front bumper and three-piece splitter (made from carbon fibre, of course), which also features new integrated DRLs. The rear gets a new spoiler and carbon fibre bumper, too, with a diffuser and removable skid pan.

The Range Rover lettering on the bonnet and tailgate have also been replaced by Urban’s own badging, the 24-inch alloy wheels come from Vossen Wheels and the car is equipped with a performance exhaust, too.

The Ghost is only the second Rolls-Royce Urban has worked on, having launched its enhanced version of the Cullinan luxury SUV in 2022. However, the company has been fettling Land Rover products for nearly a decade at this point, having made a name for itself by modifying Land Rover Defenders.

Simon Dearn, owner and head of design at Urban Automotive, said: “It’s incredibly exciting to be launching our new products at SEMA. Unquestionably one of the key events of the year, SEMA showcases Urban’s new Range Rover and Rolls-Royce Ghost styling packs to a huge audience.”

Have a taste for the finer things in life? These are the best luxury cars on sale...

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News reporter

As our news reporter, Ellis is responsible for covering everything new and exciting in the motoring world, from quirky quadricycles to luxury MPVs. He was previously the content editor for DrivingElectric and won the Newspress Automotive Journalist Rising Star award in 2022.

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