Today's times represent amongst the most disruptive periods the automotive industry has ever experienced and one of the most exciting. Innovation in the sector has taken off with astounding speed, including electrification, driver assistance systems (DAS), the internet of things (IoT), automation, artificial intelligence (AI), connectivity, shared Mobility, etc. These trends are not just reshaping the industry but also our society. In order to thrive, manufacturers will need to determine which of these trends to differentiate themselves on and which to address through a range of partnerships – possibly even with rivals.