Technology needs to have value and fulfill a purpose, it needs to make human lives better to justify efforts, resources, focus and time invested. Core for SDV is the user experience. What are desired experiences users want to have in future vehicles? How can they be realized? SDV will allow new UX by providing new features and new vehicle behavior. This includes vehicle differentiation, branding, flexibility of features and functions, safety, and efficiency. The presentation will contain the following aspects:

• The Hotel California moment and how to avoid it
• The world of experiences: what do future users want and how to fulfill it
• Be different, be targeted: how to reach your user group with the opportunities of SDV