This master thesis is the result of a graduation project for the MSc program of Strategic Product Design with the faculty of Industrial Design Engineering from Delft University of Technology, executed for Spyker Cars. The brands rich heritage has been passed over, with the acquisition of the brand name, to the new founded Spyker company and its cars. Hand-built contemporary cars, reminiscent of the brands history. A rich heritage is one of the most important characteristics and attributes of a brand that can that can provide a sustainable competitive advantage based on its authenticity. Finding the brands core identity while remaining vibrant is key; closed-mindedness to innovation is disastrous. Spyker should constantly challenge its performance in order to become more contemporary, actually innovative, with respect to its brand values. Spykers heritage continues to be a key asset of its overall brand equity but needs to be leveraged even more with new innovative features focusing on its brand essence. The projects objective is to create design driven innovation, based on the company’s core brand values, in order to strengthen Spykers brand- identity, recognition and credibility. Providing the company with two new perspectives: first a theoretical perspective ‘strategy focus’, second a practical perspective of concepts for new design-driven innovative features. Without inspiration there is no aspiration, this is where the research is focused on, creating a source of inspiration for Spyker. Effective functioning for Spyker rests on the more intuitive comprehension about the shared dream and myth of the brand and developing cars that exactly fit the brand experience the brand embodies. Spyker should rise above the standard and distinguish the good from the emotionally enhancing and moving. This requires inspiration, creativity and a clear vision for the physical transformation: the cars and how to match the clients dream. The concept features developed in this project emphasize and strengthen Spykers character in order to differentiate Spyker in a non-competitive positioning. Spyker does not compete on a high-tech performance level but on the prestige, the intangible, the dream and the imagination. The new concept features will enable Spyker to lever its brand status and credibility, with the spiritual dimensions of aviation and racing, to create the total story.