Sam is a car design strategist. His expertise is in the ways that car design brings value to customers and how brands can harness this.

As principal of the consultancy Car Design Research, he works with design leadership of renowned car companies including Toyota, Bentley, Polestar, Hyundai, Pininfarina, Ford, Honda, Stellantis, Nio, Volkswagen Group, McLaren, Kia, MG, and Volvo — and other mobility and consumer tech brands. His work includes authoring future creative visions and strategies with Design VPs and CCOs, trend presentations to international design teams, design audits, concept ideation, coaching and other retainer support.

Sam is also a Visiting Professor in Intelligent Mobility Design at the Royal College of Art, and a judge for several design awards including iF Design.