With quite a few competitors rising up to take the Need for Speed series up for a challenge, it's up to the old Need for Speed crew to innovate - and they do so in this latest iteration of the series.

In this interview, Electronic Arts' Need for Speed Prostreet (Xbox 360, PS3, Wii, PS2, PC, PSP, DS) producer John Doyle talks about where the series is headed - namely, ultimate customization. You're not only given full rein on how your car looks inside and out, but you're also been given the chance to modify your car's look with a neat feature called Auto Sculpting.

What Auto Sculpting does is literally give your car a facelift, letting you morph, mold and contort various places of the car's frame. This means that with a little creative juice, no two cars can ever be alike. Of course, this doesn't just affect the way your car looks, but also the way air flows on it - aerodynamics, baby, yeah - considering that you're pretty much flirting with the laws of physics if one goes as fast as the cars in the games do!

More info on the game's new modes and features, as well as online goodies, on the embed below. Enjoy!