Consumers expect the absolute best, safest and problem free content and experiences available from their phones, smart home devices, computers and electronic devices, immediately as they become available. Why would they expect less from a vehicle? They won't. To enable this vehicle manufacturers must not think in terms of fixed predefined use cases bound to specific hardware. They must think in terms of what capabilities, functions and flexible interfaces must be enabled to support great current experiences as well as those yet unknown future experiences. They must also think in terms of rapid, safe, frictionless updates to the content and experiences. What is needed to design the ultimate in-vehicle experience? What will these experiences be? How will the industry deliver and continue to deliver these experiences?