In the world of automotive design, we’re witnessing an unparalleled transformation. Electrification is reshaping the industry in ways we couldn’t have imagined a decade ago. Traditionally, cars were defined by the unique characteristics of their internal combustion engines, the growl of a V8 or the turbocharged punch of a smaller powertrain, or even how the gearbox or steering feels – became identifiable with the brand. But with the shift to electric vehicles (EVs), these mechanical differences are fading away, creating a new opportunity for automotive brands: How do you create differentiation or brand personality in a world where cars are becoming technically similar? The power of the badge on the bonnet can only go so far – can’t it? And how can we use design to safeguard the future, with some brands moving back to the internal combustion engine? I caught up with NewTerritory’s associate creative director, Simon Chuck, who’s worked in the world of automotive for a number of years with brands such as NIO and Ford.
As electrification and degrees of autonomous technology (and other safety features) level the playing field, car brands are now tasked with a more nuanced, and ultimately more powerful, goal: creating cohesive, unforgettable brand experiences that extend beyond the physical design of the car itself. In this new era, the automotive industry must follow a trajectory similar to the one we saw in the smartphone industry, where brands distinguished themselves through unique experiences rather than hardware. "Apple didn’t become Apple because of the phone’s buttons or hardware specs," says Chuck. "It became iconic because of the experience, the integration of its ecosystem, and its unmistakable design language. That's exactly where automotive brands need to go."
