This presentation will explore how Cupra established User Experience (UX) principles from scratch as a core Quality Pillar in the development of a new vehicle. Faced with the challenge of building UX capability without the option to hire external specialists, the team focused on transforming existing profiles with more traditional engineering backgrounds, equipping them with the necessary technical skills and UX mindset. The session will detail how new tools and processes were introduced to embed UX into the development lifecycle — from benchmarking activities and defining key metrics to systematically capturing the Voice of the Customer. It will also highlight how early-phase usability testing influenced decision-making and how UX requirements were integrated as part of validation criteria. Attendees will gain practical insights into building a UX culture within a traditional automotive environment and ensuring user-centred design is embedded from the outset.