With the incredible neck breaking pace of innovation in the areas of machine learning, AI, sensors and IoT’s , drivers and passengers have much higher expectations and OEMs and service providers have massive opportunities and enormous challenges in this brave new future. Customers will evaluate everything with heightened expectations as their digital experiences integrate more AI and will come to expect or at least judge the quality of their in-cabin experience with that background. As software and service architects in the automotive industry with a focus on the in-cabin experience, we have to consider the journey of our customers and cultivate a 360 degrees view that integrate data as a driving force for better products and experience as well as a product in its own right with a lifecycle of its own. There are enormous challenges around storage, classification, privacy, robustness and last but not least how do we apply what we have learned in both SaaS and Software Engineering towards a future that is a mix of software, data, SaaS and Autonomous system based and how can we do this in a way that delights our customers without compromising on safety.