London-based aviation design studio, NewTerritory, has launched a new division specialising in automotive and e-mobility design. The studio has worked with several clients across the aviation and rail sectors, including Aeromexico, Delta Air Lines, Airbus and and HS2, and is now working to apply its experience to create new vehicle interiors and customer experiences which will boost brand loyalty and sales for vehicle manufacturers and e-mobility start-ups.
The new division is spearheaded by NewTerritory’s founder and former head of design at Virgin Atlantic, Luke Miles. Miles will be supported by the studio’s associate creative director, Simon Chuck, who brings more than a decade of experience and perspective of the automotive industry from working with the likes of NIO and Ford.
The NewTerritory team working in the automotive division can leverage the studio’s brand intelligence platform to provide automotive brands with customer data-driven insights. This will help build a comprehensive picture of brand affinity, helping ensure investments are made in the right areas, and creating brand differentiation for drivers and passengers.
Commenting on the launch, Luke Miles said: “As vehicles become more autonomous and the transition to electrification accelerates, both legacy vehicle manufacturers and emerging e-mobility start-ups are struggling to create differentiation that resonates with consumers. Traditionally, much of this differentiation came from the powertrain, but as this becomes increasingly electrified and more autonomous features are introduced, we need to take a different approach.
“We believe design and brand experience must now focus on creating signature moments that consumers clearly associate with a brand. This is a challenge we’ve been addressing in the aviation and rail industries, where consumers often perceive all planes and trains as the same. To stand out, each brand must offer a distinctive experience that goes beyond the functional object, and we believe the same principle applies to the future of automotive design.”
NewTerritory’s automotive division operates out of a multi-million-pound studio in Clerkenwell, London, fitted out with the latest design technology tools. NewTerritory says the 18-strong automotive team is already involved in several high-profile projects, working with major automotive manufacturers in the UK, USA and Germany, alongside collaborations with autonomous vehicle and last-mile delivery brands including Ford, Mercedes-Benz AG, EAV, and Terraline.
