As the automotive industry transitions to Software Defined Vehicles (SDVs), Original Equipment Manufacturers (OEMs) are rapidly embracing software-centric architectures to enable constant feature enhancements, flexible upgrades, and data-driven insights. This evolution is reshaping the supplier ecosystem: Tier 1s, software developers, and engineering service providers must increasingly focus on software commercialization, moving away from the traditional commodity-based hardware supply chain model. This panel brings together OEMs, Tier 1s, and engineering service providers to examine how SDV architectures are sparking new partnerships, business models, and revenue streams. Panelists will discuss the practical challenges in shifting from supplying commoditized hardware components to delivering integrated software solutions—including addressing product-lifecycle management, over-the-air update capabilities, cybersecurity, and scalable cloud infrastructures. Attendees will gain insights into the changing landscape of automotive collaboration, where co-development of intelligent software platforms becomes a strategic imperative for long-term growth and competitive advantage.