From Ferrari competitions at Coventry University to leading design at Tesla
When Californian-born designer David Imai began exploring postgraduate opportunities, the only thing he was sure of was that he wanted to pursue transportation design.
However, with a degree in engineering rather than industrial design, his options were limited. Globally, only a handful of universities offered courses that matched his ambitions - and Coventry University was the one that stood out.
“Coventry University had a great reputation, not just for the strength of its design programme but also for its links to industry,” David explained. “What made the difference for me was how accommodating the programme directors were. They created a tailored pathway that allowed me to build the design foundation I needed, without going back to start another full degree. That flexibility made it possible for me to pursue the career I had dreamed of.”
His decision proved pivotal as it not only set David on a course to become a professional designer, it gave him the tools, experiences and contacts that would later take him to Tesla, where he would spend over a decade shaping some of the world’s most recognisable electric cars and became Director of Design.
Standing out from the crowd
One of the defining experiences of David’s time at Coventry University was competing in the Ferrari Design Competition. The challenge brought together four leading design schools from Italy, America, Japan and the UK and gave students the opportunity to work on real-world briefs set by one of the most iconic automotive brands.
David was part of a small Coventry University team whose concept stood out among hundreds of entries. Their success meant a trip to Italy, a chance to present their work to Ferrari’s senior designers, and a major confidence boost for a young designer finding his place in the industry.
“That was a huge moment,” he recalled. “It gave me international exposure, it built my portfolio, and it even led to my first placement. The competition was more than just a project; it was a bridge into the professional world.”
More than just a student
While academic work was central to his experience, David also embraced opportunities beyond the studio. He became an international student ambassador, welcoming and supporting others who, like him, had travelled across the world to study. He also coached the women’s volleyball team.
“Those roles gave me a broader perspective,” he said. “They helped me connect with people from all sorts of backgrounds and cultures, which was valuable personally but also professionally. Design is about empathy and understanding people, and I think experiences like that shaped me as much as the coursework.”
Cov’s motoring heritage
One of Coventry University’s strengths has long been its close ties to the automotive sector. With major manufacturers and design studios on its doorstep, students often find themselves showcasing their work to visiting professionals. For David, those encounters made all the difference.
“Because so many designers came through Coventry to see student projects, I was able to connect with people from Ford’s Dunton studio. I submitted my portfolio and secured a summer placement with them. That placement introduced me to other designers who later referred me to my first job after graduation in Germany, working with Opel.”
David worked on concept cars for Opel and then Saab, gaining invaluable experience in the European automotive industry. By the time he returned to California to join Tesla, the company was still a risky unknown. It hadn’t yet mass-produced a car, and few outside the automotive world knew its name. For many, the safer choice would have been to continue with established manufacturers, but this didn’t deter David.
“It felt like the path less travelled, but I wanted to challenge myself,” he said. “I’ve always been motivated by taking risks and trusting my gut. Joining Tesla at that time was exactly that. Nobody really knew if it would succeed but the potential was so exciting.”
Climbing the ladder
Over 13 and a half years, David worked his way up through the company, eventually becoming Director of Design. During that time, he contributed to some of Tesla’s most significant projects, helping shape vehicles that would redefine the electric car market worldwide.
After more than a decade at Tesla, David was ready for something different. Today he is Chief Designer at Arc Boat Company, a California-based start-up developing electric boats.
“It’s a new challenge and a chance to take everything I’ve learned and apply it in a completely different space,” he said. “The principles of design are the same, but the medium is new. That keeps me excited and growing.”
Vital life skills
Looking back, David sees his time at Coventry University as a foundation not only for his technical skills but also his mindset.
“Coventry University taught me to be resourceful. Studying in the UK, I found that students are expected to be more self-directed and that suited me. I was balancing part-time jobs, sport and a demanding course, and it taught me resilience and time management. Those skills have been just as important as the design knowledge I gained.”
He also emphasised the international nature of the programme: “The course attracted students from all over the world. Having that global perspective on design understanding different cultural influences and expectations has helped me throughout my career.”
Do not be afraid
Asked what advice he would give today’s students and graduates, David said: “The head of design at Ferrari once told us: if you want to win, you need to eat, sleep, think and breathe car design every single day. That stuck with me. Whatever your discipline is, immerse yourself in it completely.”
He also encourages students to embrace risk: “Don’t be afraid to take the path less travelled. Some of the best decisions in my career came from following my gut and taking risks when others might have played it safe.
“You always want to be somewhere you can grow and be challenged,” he said. “If you’re not, that’s when you need to look elsewhere. That principle has guided me all the way through my career.”
Find out more about studying Automotive and Transport Design at Coventry University as an undergraduate or postgraduate.
