URNIETA is a high-end off-road customization and outdoor equipment brand that has rapidly emerged in the international hardcore off-road circle in recent years. The brand was officially released in late December 2024 by the emerging star in the Chinese automotive aftermarket (Starks Automotive / Green Offroad Auto Parts).
In 2026, URNIETA has successfully penetrated the global off-road ecosystem, with its core strategy deeply focusing on the reconstruction and upgrading of Toyota Land Cruiser high-end off-road vehicle series. It does not follow the traditional rough "big iron bar" route, but combines the exquisite texture of modern high-end OEM (factory upgrade) with hardcore traversal performance.
URNIETA is referred to by car enthusiasts as the "Bespoke Workshop" for the Toyota LC series. In 2026, the brand established its unique tone in the global off-road aftermarket: Refined Power (Exquisite Power).
Service Models: Fully covering Toyota's classic and latest families, including the LC70 series (LC71/76/78/79), LC250 (All-new Prado), LC300 (Land Cruiser), and the classic LC80.
Design Philosophy: Rejecting brute modifications that destroy the original car lines. The 2026 URNIETA products emphasize an OEM+ visual style that is "like factory, but beyond factory", allowing hardcore off-road vehicles to enter deep tropical rainforests or uninhabited areas, yet also drive elegantly into city centers and upscale hotels.
URNIETA's product line is extremely vast, divided into vehicle modification parts, Gear Division (General Outdoor Equipment Business Division) and brand co-branded sectors.
Toyota LC Series Exclusive Custom Parts
LC70 Retro and Modern Reconstruction: For the LC70 series with an extremely long lifecycle, URNIETA provides retro instrument clusters, retro air conditioning control panels/vents, and simultaneously offers LC78 roof console upgrade kits that comply with modern ergonomics (Roof Console), instantly upgrading the interior of a utility vehicle to a luxurious "Long-Distance Traversal Command Center".
Body Exterior Protection: Includes full aluminum-magnesium alloy front and rear bumper impact protection kits, side steps (Side Bar Kit), and specialized high-strength mudguards developed for the all-new LC250.
Running System: Self-developed URNIETA 18-inch Beadlock Forged Wheels (Anti-Slip Forged Wheels), made of high-density aviation aluminum, significantly improving tire grip under extreme rock road conditions while maintaining lightweight.
Air Intake and Exhaust: Equipped with a controllable exhaust system developed specifically for new models such as LC250, balancing high torque output at low-speed off-road and deep sound waves at high-speed cruising.
General Equipment Business
In 2026, URNIETA officially launched its general equipment business, introducing a new series of universal outdoor and vehicle accessories covering 14 professional categories, focusing on extreme durability and industrial aesthetics.
As a typical representative of Chinese original design going global, URNIETA in 2026 has established a massive global dealer network, and its products are extremely dominant in the following regions:
Middle East Region: Its pure white traversal style "URNIETA Wind" customization plan is extremely popular in high-end off-road markets such as Kuwait and UAE.
Southeast Asia and Australia: Through first-line off-road channels such as Philippines (RR performance) and Indonesia (Banteng Mas), widely installed in jungle long-distance traversal fleets.
Europe/Americas and South America: Obtained official distribution authorization from top 4x4 modders in countries such as Switzerland (Black Sheep Innovations), Costa Rica, and Venezuela.
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