In today’s automotive industry, innovation is key to maintain market leadership, and even to simply stay in the market. However, just innovating for the sake of innovation, if it’s without bringing true tangible value, be it in comfort, in seamless digital experience, in safety or simply in terms of affordability is pointless. In order to come up with true user focused and attractive solutions, the entire occupant environment has to be looked after as a whole, boundaries between well-established product categories have to be blurred. Layout, architecture, materiality, sustainability, user interaction concepts, … for all users, for multiple use cases.