Automotive Division Launch

Commenting on the launch of the new division, NewTerritory founder and director, 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.”