CONCEPT

The rising interest in developing bespoke and Electric variants of classic vehicles provided the foundation for the Chieftain project. For those that can afford most current offerings, this creates a niche where the buyer can explore higher levels of bespoke design and build, making every car individual.

The Design objective was to create a product that utilised all the key features of the original car, whilst adding refinement and subtle modern touches, coupled with the option for an electric drivetrain and modern mechanical components making the chieftain a far more usable classic. Key to the design process was to ensure the visual changes were sympathetic and aligned with the product values, almost echoing how the vehicle may have developed over time if not replaced by newer models.

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