A groundbreaking design that captivates attention is rarely born from a small and dedicated team. Still, Avant Design is challenging this notion with the unveiling of the Longbow sports car, showcasing the power of skill, hard work, and cutting-edge technology. This British electric sports car, introduced at CES in January 2026, effectively reimagines the classic era of lightweight sports cars for the modern age.
The Longbow is a visionary electric vehicle concept powered by solid-state batteries and wheel hub motors. Its design embodies a blend of aerodynamic efficiency and classic aesthetics, presenting a ‘featherweight’ structure that stands in stark contrast to the typically bulky modern electric vehicles. The design philosophy was influenced by the client’s admiration for iconic 1960s cars, such as the Shelby Daytona and Ferrari 250 GTO, while incorporating contemporary design elements to create a vehicle that resonates with both nostalgia and modernity.
Chris Gould, director of Avant Design, shared insights into the company’s journey, rooted in his family’s legacy of automotive design. His father, Jonathan Gould, previously led a consultancy called That’s It Design, which was noted for its innovative work, including the design of a new London taxi cab. After the closure of his father’s business, Chris Gould faced a pivotal moment, opting to establish his consultancy rather than joining a major OEM.
“I always joke about the fact that I made the worst decision of my life doing that,” Gould remarked, reflecting on the pressures of running a consultancy. “No, I love doing what I do. But the stress is high, and I always think maybe my life would be easier if I’d just got a job at JLR!”
Innovative Use of Virtual Reality in Design
Avant Design has embraced virtual reality (VR) as a core component of its design process, an approach that has gained traction since the company’s inception. Gould credits this shift to Matthew Lincoln, the firm’s lead creative designer, who introduced VR tools into the studio. The use of Gravity Sketch allows the small team of seven designers to transform traditional 2D sketches into immersive 3D models seamlessly.
“Fundamentally, to produce a car, you need a clay model that then gets scanned into CAD,” Gould explained. “And What we have is why we use virtual reality, because it essentially just eliminates that step.” The integration of VR not only enhances efficiency but also enables immediate manipulation of design elements, simulating the tactile experience of working with clay models.
In their VR suite, designers can walk around a full-scale model of the car, adjusting surfaces and features as if they were shaping a physical object. This process allows for rapid iteration and refinement, significantly reducing the time and costs typically associated with traditional modeling techniques.
Three Key Areas of VR Application
Avant Design employs VR in three primary phases:
- Concept Development: Designers use Gravity Sketch to evolve their initial sketches into detailed 3D models, preserving the original design intent throughout the transition to CAD.
- Design Assessment: The models are imported into Autodesk VRED, where the design team finalizes details before presenting them for internal review or client feedback.
- Client Engagement: VR is utilized to create tailored configurations and visual effects, facilitating interactive experiences that help secure client buy-in.
Gould has noted that the feedback received through virtual reality is equivalent to 80% of what could be gathered from a traditional clay model, with the added advantage of immediate adjustments. “You’ve basically got £15 million worth of prototypes right in front of you, all showing different things,” he stated, highlighting the financial efficiency of this approach.
The Role of Advanced Technology in Design
Avant Design is not only leveraging VR but is also integrating artificial intelligence (AI) into its workflow. Gould recognizes the importance of AI in design, asserting that it should be utilized alongside a strong foundation in traditional design principles. The firm recently experimented with AI image generation to produce concept visuals, with one designer creating around 200 images in just two days.
While these AI-generated images are not yet polished enough for client presentations, they serve as a valuable internal tool, enabling the team to explore various directions without extensive guesswork. This combination of technology and creativity is shaping Avant’s approach to design, ensuring that each project meets high standards of quality.
From Concept to Reality
The commitment of Avant Design extends beyond digital design to the tangible aspects of vehicle production. The team is actively involved in crafting components for the Longbow, creating parts such as car badges in-house. This hands-on approach ensures that the final product aligns with the company’s standards and vision.
As the Longbow transitions into the verification prototype stage, the team continues to collaborate closely with Longbow’s engineers to prepare for further validation and engineering processes. Gould assures that Longbow is just the beginning; Avant Design aims to unveil more innovative projects throughout 2026, leveraging emerging technologies to maintain a competitive edge.
“Our reputation is entirely based on our portfolio work and the quality of that work. So it’s in our interest to make sure that it is delivered in a way that we’re happy with,” Gould emphasized.
Looking Ahead: The Future of Automotive Design
As Avant Design continues to redefine the automotive design landscape, Chris Gould will share insights at the upcoming DEVELOP3D LIVE event on March 25. He will discuss the interplay between traditional craftsmanship and innovative workflows, emphasizing the importance of collaboration in bringing concepts to fruition.
The evolving relationship between design, technology, and stakeholder engagement is set to reshape the future of automotive innovation. With the commitment to excellence and a pioneering spirit, Avant Design is poised to make a significant impact in the industry.
For those interested in the latest in automotive design and technology, make sure to follow Avant Design’s journey and share your thoughts on their groundbreaking work in the comments below.