Automotive design
Roug Design - Expertise in Car Design and Styling
With a solid background in automotive design from Coventry University, where I completed my degree in 2005, I have gained in-depth knowledge in:
- 2D sketching and presentation
- Freehand perspective drawing
- 3D modeling and ergonomics
- Concept sketching
- Product design
- Design research and analysis
- Packaging design
These disciplines form the foundation of any car design process and have shaped my understanding of form development and concept documentation. The education also included a focus on ergonomics, which is crucial for creating user-friendly and innovative designs.
At Roug Design, I offer specialised services in design, including:
- Electric vehicle design
- Truck development
- Ergonomic interior solutions and aftermarket products for the automotive market
- Wheel rim design
I am ready to be your external design partner, whether you need consultation or the development of new products. Together, we can work on everything from concept development and 3D visualisation to technical drawings and product development.
Design with a Focus on Your Company's DNA
With a deep understanding of transportation design, Roug Design always strives to create products that perfectly reflect your company's DNA. Through close collaboration, we find the right direction for the design idea and your specific needs. We present the final design with detailed 3D visualizations, renderings, working drawings with dimensions and materials, as well as any prototypes.
Visit the Design Studio in Humlebæk
The design studio is beautifully situated in Humlebæk, close to exit 5 on the Helsingør motorway.
This page can be printed, and a high-quality English version can be downloaded as a PDF if preferred.
Consultant projects
- Automotive design | Palle Steen Christensen - 3D design concept to the Funen Opera
- Automotive design | Volkswagen group, South Africa (VWSA) | internship
Design competitions
Own projects
- Bugatti • Sophus concept
- Caravan concept
- Wheel rims
- Chevrolet • Hvalborg
- Truck with no blind spots
- Restyling of a former school 3D project
- Golf cart
- Jaguar E-type
- Skoda sketches
- Volvo 340 redesign
- One hour marker sketches
- Audi sketch
- Sideview renderings and a 4 day 3D modelling project
- Sketches • January 2006
- Final major project • Replacing a South African icon
- Sketches from my intern at Volkswagen South Africa
School projects
Consulting projects
Automotive design | Palle Steen Christensen - 3D design concept to the Funen Opera
Car styling • Theatre Performance Car • pallesteen.dk • September 2017.
In September 2017, I was hired by scenographer Palle Steen Christensen to develop and design a unique car concept for a theatre performance.
The concept was based on a Mercedes AMG roadster and was intended to be the centrepiece of the stage design.
During the performance, the car was meant to split apart dramatically, culminating in a staged accident at the end of the play.
Unfortunately, the project was halted after its first phase due to financial constraints. Instead, the theatre used an older vehicle and lighting effects to achieve a similar visual impact.
To view pictures cick on the image.
Automotive design | Volkswagen group, South Africa (VWSA) | Design internship
BET (Body, Electrical & Trim) department • Internship when studying at Coventry University • VW South Africa • June - September 2004
- Assisted with design changes for local market models, this includes colour & trim,
minor body and trim component changes, decals, design concepts for associated
projects. Citi Golf A1 - VWSA’s top selling car in South Africa. - Showcased various African leather car interior looks in Photoshop for the
international VW market. - Taught two VWSA designers in photoshop.
Design competitions
Automotive design | Aquila Racing Cars ApS | Finalist
aquilaracingcars.com • Januar 2014
In January 2014, I participated in a design competition to create a single-seater mini race car for Aquila Racing Cars. Together with Torben Nyegaard Poulsen, we had two weeks to develop a proposal, which was selected as one of the top seven to move forward.
In the next phase, we had eight weeks to refine and enhance our design. Finally, the seven finalist designs were showcased at Aquila’s exhibition stand during a racing car fair in January 2014.
Click on the image to view more pictures and a detailed description of the project.
Own projects
Bugatti Sophus – A Visionary Car Design Concept
Bugatti Sophus is a car design concept that has undergone multiple iterations, with the latest update created during the first COVID-19 lockdown in March-April 2020. The design focuses on 3D modeling with an emphasis on large, smooth surfaces combined with precise cuts and details, such as the intricately designed grille mesh.
The concept is designed with flexibility in mind, allowing for future updates to include additional details. For example, in 2020, four different headlight designs were developed, giving the car a distinctive appearance.
Bugatti Sophus is envisioned as a more accessible Bugatti model, potentially including rear seats and space for luggage, making it more practical for everyday use. All renderings and visuals have been produced using the advanced rendering software Keyshot, highlighting the car's intricate details and overall design vision.
Click on the picture to view more details.
Innovative Camper Design with an Aerodynamic Focus
This design concept is the result of a vision to blend aesthetics, functionality, and aerodynamics in a camper trailer. The goal was to create a camper that not only looks modern but also optimizes fuel efficiency and driving experience through careful consideration of aerodynamic principles. Drawing inspiration from the aviation industry, I have integrated several innovative features that set this camper apart from traditional models.
One of the standout elements is the jockey wheel. Typically, this is a manually adjusted mechanism, but in this design, I have developed a wheel system that retracts into the chassis, similar to an aircraft’s landing gear. This not only enhances the aerodynamic profile of the camper but also contributes to a sleek and minimalist appearance.
More details click on the picture.
3D Modeling of Wheel Rims in Alias Studiotools
I specialize in designing and modelling custom wheel rims using the advanced 3D software Alias Studiotools. Depending on the complexity, creating a unique wheel rim design takes between half a day and two days. The process starts with a basic rim model that includes the wheel tire, suspension, and brake disc as standard, allowing me to focus on crafting the intricate wheel patterns efficiently.
The core of my design approach is experimenting with different shapes and methods to develop innovative designs that meet both functional requirements and aesthetic goals. Many of my rim designs have been developed alongside the concept cars I’ve built over time in Alias, ensuring each rim has a distinctive visual identity that complements the vehicle's overall design.
More info click on the picture
Chevrolet • Hvalborg
The exercise was about building a model by first creating large surfaces, then cutting into those surfaces and rounding the edges afterward.
The idea behind the shape comes from one of the many flat-sided drawings I created in Corel Draw, before I started taking design courses. Back then, I used to draw 2D flat designs and gave each project a name; this one was called Hvalborg.
The first attempt to build the model was made in late 2009. In February 2012, I designed a new model over three days using 3D Alias Studiotools, but I wasn't completely satisfied with the shape. So, in 2014, I decided to revisit the concept.
Two years later, I revisited the idea once again, and I still had the concept of building a car with the same design principle - large surfaces that are shaped and refined further. With this latest concept, I found a car brand, Chevrolet, that I felt suited the shape well.
Click on the picture to view more details.
Truck with no blind spots
In today’s urban environments, there is an increasing need to enhance truck safety, particularly when it comes to blind spots and interactions with vulnerable road users such as cyclists and pedestrians. Rather than relying solely on new technology to fix old designs, my approach was to rethink the truck's overall design to better suit the needs of modern cities.
This idea took shape in 2006 when I began sketching concepts for a truck that was not only more functional but also aesthetically adapted to urban environments. In 2008, I developed a 3D model in Alias, focusing on form, function, and safety. The model represents a radical shift in how trucks could be designed to address blind spot issues.
In February 2012, I developed a new design in Alias StudioTools with the goal of creating a more streamlined and safer truck. This prototype combines innovative design elements with a forward-thinking approach to transportation design, aimed at improving road safety and reducing traffic challenges in cities.
More details click on the picture.
Restyling of a former school 3D project
February 2012
I made the first illustrations in the early nineties,
in Corel Draw.
The design was inspired by Walt Disney’s $crooge McDuck, whose
limousines has the driver sitting outside.
The first 3D project at Coventry was to build up an idea we had and therefore I chose this concept.
In January 2012 I found the 3D file and chose to build up a new model, based on the same theme with a new design.
- 3D design idea from February 2012
- 3D design idea from January 2012
- Presentation to the school assignment 03
Golf cart
February 2012
This concept originated in 2008 as a response to a Danish golf cart production that I felt lacked innovation and resembled existing models already on the market.
One of the challenges I observed with traditional golf carts is the way golf bags are fastened at the rear, often using cheap materials. My solution was to integrate the golf bags into the cart itself, allowing players to simply remove their clubs and place them in built-in holders. This approach makes the cart both cleaner in design and more practical, reducing the risk of bags falling off during a game.
Additionally, I focused on ergonomics, experimenting with the idea of seating three adults side by side in the front. Instead of the standard straight bench, I introduced a curved bench design, making it easier for players to quickly get on and off the cart after taking a shot.
The concept has been refined over the years, but the core principles remain the same.
More details click on the picture
Jaguar E-type
January 2012
This project began as a school assignment during my second year of studies, where we were tasked with redesigning a classic car design. I chose the Jaguar E-type and created a detailed 3D model of my concept. In January 2012, I revisited the original model and developed an updated and simplified version of the 3D design.
A few years later, Jaguar themselves introduced a new E-type that in many ways aligned with the concepts I had been explored.
More details click on the pictrure.
Skoda sketches
Summer 2008. More details click on the image.
Volvo 340 redesign
January 2008
Looking at what Volvo is doing at the moment, I took
up a design from the 80’ties and designed the idea in 3D Alias.
More details click on the image.
One hour marker sketches
November 2007
Audi sketch
September 2007
Sideview renderings and a 4 day 3D modelling project
January 2006
It started with a side view sketch. I then decided to
scan in the drawing and make some side view renderings from the
simple sketch.
I wanted to practice shading and reflections seen from an object from the side. I think I used a day on it.
From one of the renderings I wanted to build up a quick 3D model. I wanted to use as lees days as possible to build up the model, I used 4 days on the 3D modelling.
Sketches • January 2006
Sketches from my intern at Volkswagen South Africa
More details click on the image.
School projects
Coventry University. School of art & design
BA (hons) Transport / Product design • September 2001 - June 2005.
- 2D sketching and formal rendering | Freehand perspective drawing | 3D model-
ling | Ergonomics | Concept drawings | Automotive design | Yacht design | Product design | Engineering Principals | Formal Presentation skills | Work with the industry, LTI group concept | Design Research and analysis | Packaging | Clay model-making. - Two projects suggested patented.
- Internship at Volkswagen, South Africa, Port Elizabeth.
- Final major project - Replacing a South African icon - A little VW (bakkie) pickup
