London-based aviation design studio NewTerritory has announced the launch of its new automotive division, marking a significant step in redefining brand experiences for electric and autonomous vehicles. Renowned for its expertise in transport design, NewTerritory is set to merge its extensive knowledge in aviation, rail, and industrial design to create innovative vehicle interiors and customer experiences. The goal is to drive brand loyalty and increase sales for both established automotive manufacturers and emerging e-mobility startups.
A Visionary Leadership Team
The new division will be led by Luke Miles, founder of NewTerritory and former head of design at Virgin Atlantic. With a track record of award-winning work in transportation interiors, Miles brings a forward-thinking approach to vehicle design, ensuring that brands can distinguish themselves in an increasingly electrified and autonomous landscape.
Supporting Miles is associate creative director Simon Chuck, who brings over a decade of experience in the automotive industry, having worked with brands such as NIO and Ford. Together, they will guide NewTerritory’s expansion into automotive design, delivering unparalleled brand differentiation strategies.
Leveraging Brand Intelligence for Automotive Success
At the heart of NewTerritory’s approach is its proprietary brand intelligence platform, which provides automotive brands with unique customer data-driven insights. This enables manufacturers to build a comprehensive understanding of consumer preferences, ensuring that investment is directed toward the areas that matter most.
“As vehicles become more autonomous and the transition to electrification accelerates, manufacturers face a new challenge: how to create brand differentiation in a world where traditional powertrain distinctions are diminishing,” says Luke Miles. “Much like in aviation and rail, where all planes and trains can feel the same, the future of automotive success hinges on crafting signature brand experiences that resonate deeply with consumers.”
A State-of-the-Art Studio Driving Innovation
Operating from a cutting-edge, multi-million-pound studio in Clerkenwell, London, NewTerritory’s 18-strong team is already engaged in high-profile projects. The division is collaborating with leading UK, US, and German vehicle manufacturers, as well as autonomous vehicle and last-mile delivery startups, including Ford, Mercedes-Benz AG, EAV, and Terraline.
NewTerritory’s expansion into automotive design is a testament to the studio’s commitment to shaping the future of mobility. By focusing on interior innovation and brand experience, the company aims to redefine how consumers interact with vehicles in an era of autonomy and electrification.
