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Apex E-Type Concept
Automotive UX & Performance Branding
1.9s
0-60 MPH Acceleration
Automotive DesignHMI DesignMotion GraphicsIndustrial Design
A digital-first approach to the next generation of electric performance vehicles, focusing on the synergy between driver and machine.
Introduction
ClientApex Motors
Reveal DateNov 2026
RoleHMI/UX Specialist
Duration5 Months
The Solution
We developed a heads-up display (HUD) focused on peripheral vision data and a physical-digital hybrid console using haptic glass surfaces.
Outcome
The prototype broke three track records for EV efficiency and was awarded 'Concept of the Year' at the International Auto Expo.
“We didn't just design a car; we designed a high-speed sensory experience that feels like an extension of the driver.”
Julian Thorne — Design Director
