Lisa Reeves - Made in Coventry

Why perseverance, confidence and courage matter in car design

Long before leading interior design at Volvo Cars, Lisa Reeves was a 16-year-old captivated by the clay models and creative energy of a Land Rover design studio. That early spark set her on a path to Coventry University, where her degree show revealed the real impact of thoughtful design—an influence that still shapes her work today.

Graduating with a degree in Transport Design (MDes) in 2003, Lisa began her journey as a digital modeller at Jaguar Land Rover, before moving on to Bentley where she specialised in interior design and now on to Volvo Cars. She has also worked on designs for the likes of Bugatti and Polestar.

Her role today sees Lisa responsible for crafting the interiors of all Volvo cars, ensuring the spaces remain human-centric, sustainable, and emotionally engaging.

A challenging but rewarding environment

Lisa said: “I’ve always been drawn to the artistic side of design, but cars captured my imagination more than anything else. I loved the freedom and creativity they represented. What continues to inspire me today is the complexity of the industry — the constant learning, innovation, and change. It’s a challenging environment, but that’s exactly what makes it so rewarding.

“When I was 16, I did work experience at Land Rover and was captivated by the design studio — the creativity, the energy, and especially the full-size clay models. I asked one of the designers how to get into car design, and they told me Coventry University was the place to be. That moment set me on my path.

“Coventry University has always been closely connected to the design industry, with strong links to major OEMs. Working on real-world projects and seeing where alumni were succeeding gave me invaluable insight — and confidence — in pursuing a professional design career.

“It was an exciting and formative time. The projects offered a great variety, teaching me how to manage my own work, develop creative thinking, and build technical skills that would prepare me for the industry. I gained a strong foundation in design communication — sketching, digital modelling, rendering, and animation. These tools became essential for expressing ideas and understanding how designs evolve.

Meeting potential employers

“Among my highlights from university was our group project with JCB — it was an amazing experience to visit the company, discuss the brief, and collaborate as a team on a real design challenge. Another was, the degree show, it was the culmination of years of hard work and creativity, and it opened the door to industry. Seeing my project on display and meeting potential employers was a real career-defining moment."

“When I graduated, the job market was tough, so I was able to use the flexibility of my skills to enter the industry as a digital modeller and work closely with developing the designs — a skill I truly enjoyed and which proved invaluable. Today, I still work hands-on with emerging tools like XR and AI, combining them with physical prototyping to ensure our interiors feel as good as they look.”

Have confidence and courage

Lisa says the biggest lesson she learned at university is to persevere and she still treasures the advice she received from her tutor.

“They told me to take every opportunity you get and that mindset has guided me ever since. There were moments when I doubted myself, but staying focused and working through challenges made all the difference. If I could give a bit of advice to my younger self it would be to have confidence and courage — your voice matters. As one of only a few females in the room at times, I’ve learned how important diversity is, not just for individuals but for the creativity and richness it brings to design.”

Lisa says one of the big draws for her of pursuing a career in automotive design is the way it combines art, engineering, and psychology. Describing it as dynamic and demanding, but incredibly rewarding, Lisa urged those considering following that path to embrace change and stay curious.

She added: “It’s inspiring to see former classmates out there, leading design projects and pushing boundaries in their own ways. We occasionally connect and share how our paths have evolved — it’s a great reminder of the shared foundation we built at Coventry.”

Find out more about studying Automotive and Transport Design at Coventry University