The Aurora AU-GUF4011/30 11 Watt Warm White PAR20 Lamp is a rather specific lamp designed for use with SGU10 Lampholders only. Note that they have a longer body than the standard style.
“Had 24 of these installed when we had our extension done in 2010. Cutting edge lighting at the time, but they don't survive switching well. The spec has also changed twice which means that the colour has also changed. They also take longer and longer to get to full temperature. I am now looking for LED replacement, but hard to find at the correct diameter.”