Urban Automotive has once again blurred the line between factory precision and aftermarket artistry, unveiling its most ambitious reinterpretation of the Lamborghini Urus SE to date. The British vehicle modification specialist’s latest creation, the Urus SE Widetrack, arrives as a sculpted statement of intent, a machine that doesn’t just occupy the road but reshapes how it is perceived.
Revealed simultaneously at its Milton Keynes headquarters and under the neon-lit spectacle of Las Vegas, the launch signals more than just the debut of a new build. It marks a deliberate stride in Urban Automotive’s global expansion, placing its craftsmanship at the crossroads of European design discipline and American car culture theatre. Las Vegas, with its proximity to the legendary SEMA Show and its appetite for visual excess, proved a fitting stage for a vehicle that thrives on attention.
At the core of the Widetrack programme lies Urban Automotive’s OEM+ philosophy, a meticulous approach that enhances rather than overwrites the DNA of the original vehicle. Over 10,000 hours of design and development have been poured into the project, resulting in a carbon fibre-dominated transformation that feels both reverent and rebellious. The influence of Lamborghini’s most iconic creations runs like a current through every surface, subtly anchoring the future-facing design in a rich heritage.
The front fascia sets the tone with immediate authority. A sharply defined three-piece carbon fibre splitter, complete with canard end planes, cuts through the air with visual intent. Above it, a reimagined bonnet introduces a functional ‘bull nose’ vent design inspired by the ferocious Lamborghini Aventador SVJ. The execution is both technical and theatrical, with 3D-printed vent inlets and outlets finished in Lamborghini’s signature hexagonal motif, creating a surface that feels engineered as much as it is designed.
Moving along the profile, the transformation becomes even more pronounced. Urban’s six-piece carbon fibre Widetrack wheelarch extensions push the boundaries outward by 40mm, giving the Urus SE a broader, more planted stance. The widened proportions are not merely aesthetic indulgence but a recalibration of presence, turning the SUV into something that feels anchored and assertive, even at a standstill. Carbon fibre side panels and sill extensions continue the narrative, with intricate 3D-printed inlays embedding Urban’s UA logo within the familiar hex pattern. There is a quiet homage here too, a nod to the legendary Lamborghini Miura through aero elements that echo its iconic side intake design.
At the rear, the Widetrack conversion crescendos into a dramatic composition of form and function. A reworked carbon fibre bumper introduces a double-vented diffuser, flanked by separated canard end planes that give the impression of controlled aggression. Above, a striking double-stacked carbon fibre spoiler extends the aerodynamic narrative, its layered design adding both visual complexity and functional intent. Quad billet exhausts complete the ensemble, their precision-machined finish providing a mechanical counterpoint to the flowing carbon surfaces.
The entire package sits on Urban-Vossen UV-1R wheels, carefully proportioned to fill the expanded arches and maintain visual balance. Finished in a vivid Inozetek Gloss Pearlescent Pearl Marigold Orange wrap for its American debut, the Urus SE Widetrack doesn’t simply attract attention, it commands it, like a flare in a night sky that refuses to fade.
Inside, customers are invited to extend this philosophy of personalisation even further, with bespoke interior options that allow for a tailored expression of luxury. Materials, colours, and finishes become part of the narrative, ensuring that no two vehicles need to tell the same story.
Matthew Welch, Managing Director of Urban Automotive, describes the Widetrack programme as the most technically sophisticated and visually dramatic Lamborghini build the company has ever produced. His words are echoed in the design itself, where every detail feels intentional, every surface considered. Design Lead John Hancock reinforces this vision, emphasising how the project sought to intensify the Urus SE’s inherent dynamism while pushing its proportions into more assertive territory.
The result is a vehicle that exists in a carefully balanced space between homage and innovation. It respects the spirit of Lamborghini while unapologetically amplifying it, creating something that feels both familiar and entirely new.
With the full Widetrack conversion available from £51,800 fitted, Urban Automotive has positioned the Urus SE Widetrack not just as an upgrade, but as a redefinition of what a luxury performance SUV can be. It is less about modification and more about metamorphosis, a transformation that turns an already formidable machine into something unmistakably singular.
