The Crew is an open world racer that spans the continental United States, and developer Ivory Tower figures that the setting is a good premise for having factions based on the country's regions.
Players will be able to choose between the East Coast, West Coast, The South, Mountain States, and Midwest, and the car designs and customization would reflect the regions, giving each faction a distinct flavor.
According to creative director Julian Gerighty, "We're getting a tattoo artist who works on the team to develop a visual identity. I genuinely think it's a question of visual identity. That's why we’re working so much on, 'Okay, what is the spirit of the West Coast? How do we design a West Coast that is super-attractive to people who don’t know the West Coast?'"
Gerighty also notes that the dev team has to deal with play balance, or players might be incentivized to ally with one faction over another. Players may switch allegiances, but only after a certain period of time has elapsed.
The Crew is due to be released on PC, Xbox 360, Xbox One, PlayStation 4 and PlayStation 3 in early 2014.