Led by Design Director Carl Gotham, and working on MGs as well as other SAIC-owned brands, the team moves through a tried and trusted creative process starting with research, moving on to ‘ideation’, before digitising the ideas, then modelling them, then engaging in CMF (Colour Materials and Finish), then onto ‘experience and interaction’, before ‘evolution’ - using virtual reality among other tools, to visualise the end result.