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
- Auto styling | Bugatti Sophus – A Visionary Car Design Concept
- Caravan transport design | Innovative Camper Design with Aerodynamic Principles
- Transport interior design | 3D Car Seat Design and Rendering
- Maritime and Aviation | Single-person Jet Seaplane – A Revolutionary Design Concept
- Auto styling | Chevrolet Hvalborg Design Concept | March 2014
- Truck design concept | Eliminating blind spots – with inspiration from helicopter cockpits | February 2012
- Stretched limousine - restyling of a former 3D school project | February 2012
- Auto styling | Compact 4-Person Golf Cart | February 2012
- Auto styling | Redesign of a classic icon, the Jaguar E-type | January 2012
- Skoda Concept Sketches | June 2008
- The Future of Trailer Design | Design concepts from June 2008
- Volvo 340 redesign | January 2008
- Freehand concept sketches between 2005-2007
- Leisure Sketches from South Africa 2004
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
Auto styling | Bugatti Sophus – A Visionary Car Design Concept
Bugatti Sophus is an innovative car design concept developed through several design enhancements. The latest iteration was created during the first COVID-19 lockdown in March-April 2020. The design is the result of advanced 3D modeling in AliasDesign, focusing on combining large, elegant surfaces with precise cuts and intricate details. One such detail is the intricately crafted grille mesh, reflecting Bugatti's iconic brand identity. Additionally, I designed the car's air intake and exhaust filters, adding a technical dimension to the detailed 3D model.
Flexibility has been a cornerstone of the design process, allowing for future updates and the addition of new details. A prime example of this is the work on the headlights, where I developed three to four different headlight concepts in 2020, giving the car a dynamic and unique appearance.
Bugatti Sophus is envisioned as a more accessible and practical Bugatti model. It features room for rear seats and luggage, making it suitable for everyday use, whether for families or longer journeys. All visualizations and images were created using the advanced rendering software Keyshot, which highlights the car's details and the overall elegance of its design.
The name "Sophus" has a personal backstory. Before I became a car designer, I created 2D side-profile sketches in CorelDraw and often named my concepts. Sophus was inspired by my family’s wire-haired dachshund. After my education, I revisited this idea and evolved it into a modern Bugatti concept, bridging the creative sketches of the past with the advanced car styling of today.
Bugatti Sophus is not just a car design concept—it is a tribute to creativity, innovation, and the passion for car design. This project has been a source of immense joy and inspiration throughout its development.
Caravan transport design | Innovative Camper Design with Aerodynamic Principles
This camper design concept was created with a vision to merge aesthetics, functionality, and aerodynamics. The goal was to design a modern camper that reduces air resistance, enhances fuel efficiency, and provides an optimal driving experience. Inspired by principles from the aviation industry, the project has been a source of creativity and joy, blending innovation with practical solutions.
A standout feature is the retractable jockey wheel, which seamlessly folds into the chassis—similar to an aircraft's landing gear. This innovative mechanism not only enhances the camper's aerodynamic profile but also contributes to its sleek and minimalist design.
The rear section of the camper highlights dynamic lines and efficiency, with integrated taillights and a built-in spoiler. The spoiler is not just a visual element; it improves airflow, stability, and fuel efficiency at higher speeds. This modern camper concept redefines traditional designs by offering a vehicle that is both innovative and highly functional, setting new standards for camper trailers.
Click on the image to view more details and explore the project.
Transport interior design | 3D Car Seat Design and Rendering
I designed and modeled a car seat concept in 3D as an exercise in November 2018.
The task focused on creating a realistic leather texture using rendering in KeyShot. To achieve this, I studied various car seats for inspiration.
In December 2024, I presented the project with a series of images, some of which were photoshopped with props such as plants and a sleeping dog to create a more lively and realistic scene.
Auto design | 3D wheel Rim Design: The Perfect Balance of Aesthetics and Functionality
I specialize in designing and modeling custom wheel rims using the advanced 3D software Alias Studiotools. My work strikes a balance between aesthetic innovation and functional precision, making each rim design unique and tailored to the overall style and technical needs of the vehicle.
The process begins with a foundational model that includes the tire, suspension, and brake disc as standard components. This setup allows me to focus on crafting intricate patterns and details that define the visual identity of the rim. Depending on the complexity, the modeling typically takes between half a day and two days.
Experimentation is at the core of my design approach. I explore various shapes, materials, and textures to create designs that meet functional requirements while giving the vehicle a distinctive visual appeal. Inspiration often comes from previous designs, which I reinterpret to reflect modern trends and technological advancements. Many of these rims are created as part of concept cars, where they enhance the vehicle’s overall aesthetics and performance.
The final product is more than just a rim—it’s a seamless combination of durability, precision, and style. Each rim adds a unique dimension to the vehicle's look while ensuring the technical robustness necessary for optimal performance and design coherence.
With Alias Studiotools as my tool of choice, I transform ideas into reality, delivering rims that are both visually striking and technically advanced.
Auto styling | Chevrolet Hvalborg Design Concept | March 2014
The project focused on building a 3D model by first creating large 3d surfaces, cutting into them, and rounding the edges. The design originates from a series of 2D drawings I made in Corel Draw, where I named each project.
This one was called *Hvalborg*, inspired by the popular Danish song "Hvalen Hvalborg" by Shu-bi-dua.
The first attempt to model it in 3D was made in late 2009. In February 2012, I created a new version using 3D Alias Studiotools over three days. Two years later, in 2014, I revisited the idea of building a car based on large sculptural surfaces, further refined and shaped. With this final concept, Chevrolet became the perfect brand to align with the car's aesthetics.
Press the picture to see more details.
Auto styling | Truck design concept | Eliminating blind spots – with inspiration from helicopter cockpits | February 2012
From Idea to Innovative Truck Design
In an era of increasing urban traffic and the focus on cyclist and pedestrian safety, the idea to eliminate truck blind spots was born. Back in 2006, I started working on a radical new design that rethought the truck’s overall structure.
Solving Blind Spots – Inspired by Helicopters
To address blind spot issues, I drew inspiration from helicopters. Helicopters feature large, wraparound windows that give pilots better visibility forward and downward. I applied this concept to the truck cabin, designing multiple glass panels that provide a broader field of vision for the driver.
From Sketches to 3D Models
Beginning with hand-drawn sketches in 2006, I progressed to building a 3D model in **Alias** in 2008. This model focused on form and function. In February 2012, I redesigned the truck in **Alias StudioTools**, creating a streamlined version with aerodynamic and safety-oriented features. Inspired by nature, the design also takes shapes reminiscent of insects, such as ants.
A Forward-Thinking Vision for Urban Environments
The result is an innovative concept that blends function, aesthetics, and safety. By improving visibility and ergonomics, it addresses blind spots and the interaction with vulnerable road users. This design is a vision for how trucks can better integrate into future urban environments with a focus on safety and aesthetics.
Click on the image to view more details about the project.
Auto styling | Stretched limousine - restyling of a former 3D school project | February 2012
The project began as a concept illustrated in Corel Draw in the 1990s and later evolved into a 3D illustrations.
The design was inspired by Scrooge McDuck's universe, where the chauffeur sits outside, and the luxurious passengers sit inside.
In 2003, during my studies at Coventry University, I utilized Alias StudioTools to build this concept as part of an assignment to demonstrate our 3D modeling skills through a PowerPoint presentation.
In January 2012, I rediscovered the 3D file and chose to rebuild the model, modernizing its design while staying true to the original theme.
View the full development of the concept – from the first sketches to the final 3D design!"
Follow the project's journey and explore my early ideas, sketches, and 3D models that led to this unique limousine concept by clicking on the image.
Auto styling | Compact 4-Person Golf Cart | February 2012
This innovative design, conceptualized in 2008, was created as a response to existing Danish golf cart production that lacked creativity and originality.
Traditional golf carts often face the challenge of securing golf bags using impractical and inexpensive materials. In this concept, golf bags are seamlessly integrated into the vehicle, where clubs can easily be placed in built-in holders. This creates a more streamlined and functional design while eliminating the risk of bags falling off during play.
Ergonomics have been a major focus of this project. Instead of a traditional straight bench, I introduced a curved bench design that allows three adults to sit comfortably side by side at the front. This makes it quick and effortless for golfers to get on and off the cart after a shot.
This project showcases a blend of functionality, automotive design, and passion for improving the golfing experience.
Click on the image to see more details.
Auto styling | Redesign of a classic icon, the Jaguar E-type | January 2012
This project began as a school assignment during my second year at Coventry University in Spring 2003, where we were tasked with redesigning a classic car. I chose the Jaguar E-type, a design icon, and developed a detailed 3D model of my concept.
In 2012, I revisited the project, updated my design idea, and rebuilt the concept using 3D visualization tools such as Keyshot. This redesign process combined principles of autostyling, car design, and industrial design, resulting in a modern interpretation of the Jaguar E-type.
In December 2024, I refined the presentation by incorporating new menu visuals. I added pink-themed objects inspired by Jaguar’s branding direction in recent years, which has creatively played with pink elements like stones. Some images now feature pink flowers, plants, and a flamingo, elements that subtly reference Jaguar's bold, modern identity.
Despite the introduction of these vibrant pink details, I have ensured the car retains its masculine elegance and strong design language, balancing tradition and modernity without compromising its iconic status.
A few years after my redesign, Jaguar themselves introduced a new F-type concept that aligned closely with some of the ideas I explored.
Click on the image for more details.
Skoda Concept Sketches | June 2008
In June 2008, I spent my free time sketching a design concept inspired by Skoda, envisioning a smaller, two-door car. These sketches are the result of personal creative exploration and have no official connection to Skoda as a company – they simply represent my way of exploring auto styling and car design.
The sketches were drawn by hand with a focus on freehand perspective drawing, giving me the freedom to experiment with form and functionality. The result is a dynamic and compact car with sharp lines and a sporty profile, balancing elegance and practicality.
With this series of sketches, you can see how ideas take shape through the sketching process – a glimpse into the creative world of a car enthusiast and designer.
The Future of Trailer Design | Design concepts from June 2008
As part of a project related to trailers, I presented several ideas for design innovation in 2008, which I am now showcasing. My approach focused on enhancing both the functionality and aesthetics of trailers through creative solutions.
These concepts include:
- Rounded design: A proposal for a more aerodynamic and integrated trailer shape, featuring storage compartments beneath the floor for added practicality and stability.
- Folding trailer concept: Inspired by strollers, this vision suggests a collapsible trailer for easier storage when not in use. This concept was particularly forward-thinking, as a trailer or design company presented a similar idea a few years later.
- Adjustable wheels: Drawing inspiration from Citroën's hydraulic wheel technology, this concept aims to make loading and unloading ergonomically easier.
These designs, illustrated through freehand sketches and 3D renderings, represent a blend of functionality and innovative styling. I believe they have the potential to redefine how we perceive trailers today.
Volvo 340 redesign | January 2008
In this project, I revisited the Volvo 340, a compact car from the 80s, and reimagined how it could look using modern design elements from the time. I began with freehand sketches to explore various shapes and proportions, aiming to find a direction that aligned with Volvo’s design DNA while rethinking the car for a contemporary audience.
Once I had refined the concept on paper, I transitioned into 3D modeling using Alias software. This allowed me to translate my ideas into a tangible and detailed design.
My focus was on aerodynamics, modern lines, and functionality. I drew inspiration from Volvo’s concept cars and design language of the era, resulting in a car that merges heritage with innovation.
This project provided valuable insight into the design process, from initial sketches to digital visualization, and offered the opportunity to experiment with a variety of tools and techniques.
Freehand concept sketches between 2005-2007
My car sketches from 2005-2007 showcase a creative process of transforming freehand sketches into rendered illustrations and 3D models.
These works include ideas for Audi, BMW, and Skoda concepts, created with various techniques such as marker, pen, and colored pencils.
Some sketches started as small drawings that were scanned and further developed with colors and shapes.
One example is a January 2006 sketch that served as the foundation for a quick 3D model.
Leisure Sketches from South Africa 2004
During my internship as a design student at Volkswagen South Africa, I spent my free time exploring ideas and sketching VW car concepts.
These quick sketches showcase my passion for automotive design and reflect the inspiration I drew from the unique South African environment. Created outside of working hours, they provide a glimpse into my creative process during my time in Port Elizabeth
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
