UK design studio NewTerritory has launched an automotive division that will combine its expertise in aviation, rail and other industries to create innovative vehicle interiors and improve customer experiences.
The team, which has recently designed interiors for Delta Air Lines, Aeromexico, Airbus and HS2 trains, will leverge the company’s industrial design capabilities and use its brand intelligence platform to provide automotive producers with customer data-driven insights.
The new division operates out of a facility in Clerkenwell in central London, UK. According to NewTerritory, the 18-strong 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.
It is spearheaded by NewTerritory’s founder and former head of design at Virgin Atlantic, Luke Miles. He will be supported by associate creative director Simon Chuck, who has worked with auto industry players including Nio and Ford.
Miles said, “As vehicles become more autonomous and the transition to electrification accelerates, both legacy vehicle manufacturers and emerging e-mobility startups 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.”
