In this presentation, Magnus Feuer will use a hypothetical project to explore the unique combination of culture, processes, and technology that shape automotive software. In the process we identify conflicting incentives and other fundamental risks to our industry's software development effort. We conclude by describing a required rebalancing of culture and mindset between traditional automotive engineering and modern software development needed to build transformative software on time, on quality, and on budget. Please join us in a session in figuring out how we build the software that will drive our future products.