The automotive market is currently going through significant transformations. Until recently embedded SW was perceived as ‘necessary evil’ - needed for the ECU to function but not providing direct value. This is rapidly changing. Consumers view a vehicle as a smartphone on wheels - in reality it’s a data center on wheels. In this era of the Software Defined Vehicle (SDV) the importance of software is growing, allowing the value of a vehicle to increase over time - compared to today where a vehicle looses value as soon as it rolls of the assembly line - due to the ability to update the software in the field and incrementally add capabilities over a life time. These needs lead to new requirements regarding life time maintainability and re-usability, changing vehicle E/E architectures, and new collaboration models across software domains, from deeply embedded software over edge software to (cloud) backend systems. In addition to the software itself this paradigm shift is changing requirements against development processes, methods and tools. ETAS started early to adapt to the change. In this talk we will share our experience tackling these changes.