London-based aviation design studio NewTerritory has announced the launch of its automotive division.
Specialising in transport design, the studio is set to blend its experience in aviation, rail and beyond to create new vehicle interiors and customer experiences designed to boost brand loyalty and sales for vehicle manufacturers and e-mobility start-ups.
The new division will be spearheaded by NewTerritory’s founder and former head of design at Virgin Atlantic, Luke Miles, who brings extensive experience of transportation interior design.
Miles’ leadership will be complemented by the support of associate creative director Simon Chuck, who brings more than a decade of experience and a perspective of the automotive industry working with the likes of NIO and Ford.
The launch of the automotive division will allow the studio’s team, known for recently designing interiors for Delta Air Lines, Aeromexico, Airbus and HS2 trains, to leverage its brand intelligence platform to provide automotive brands with customer data-driven insights. This is intended to help build a comprehensive picture of brand affinity, informing investment in the right areas and creating brand differentiation for drivers and passengers.
“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,” said Miles. “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,” continued Miles. “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. Its 18-strong team is already involved in several high-profile projects, working with major automotive manufacturers in the UK, US, and Germany, alongside collaborations with autonomous vehicle and last-mile delivery brands including Ford, Mercedes-Benz AG, EAV and Terraline.
