In-vehicle communication represents a fundamental element for enabling innovation in modern cars. Over the years the requirements on the in-vehicle communication have become more diversified, with increasing data rates representing the most important aspect to fulfill; sensor raw data transport being one of the main drivers. However, ever higher data rates bring new challenges, in which technical robustness is only one aspect. For example, power consumption and costs/revenues increase as well. This presentation provides a holistic view on the challenges of automotive high-speed communication addressing technical as well as market and economic aspects.- co written with Simon Tanz.