The effect of the bulk modification of the EPDM rubber compound on the adhesion performance with polyurethane coating (PU) was studied. Ethylene propylene diene monomer (EPDM) was bulk modified using maleated EPDM, polynorbornene (PNR) or different curatives to improve adhesion to polyurethane coating. The coating-rubber composite adhesion performance was examined by peel, crack and abrasion tests followed by microscopic investigation of fracture surfaces and their chemical nature. The adhesion between the coating and the rubber substrate was improved using maleated EPDM or PNR, as well as different curing systems. The crack stress for the delamination of the polyurethane coating from the flexible bulk-modified rubber surface follows the trend: maleated EPDM > PNR > different curing systems > control.