Automotive systems are making steady progress towards software defined vehicle (SDV) architectures enabling continuous improvement, integration and deployment of functionality via over-the-air updates (OTA). Safety and the associated verification & validation of systems undergoing continuous change is a huge challenge. Another challenge is the proliferation of software configurations arising out of on-demand addition of functionality enabled by SDV platforms. Incremental verification and continuous safety assurance are some of the solutions recommended for addressing these problems. This talk will also explore the role of digital twins in the context of model based system engineering of deeply embedded automotive systems.