The shift to a software-defined vehicle is accelerating. But there are challenges: Software complexity growth has outpaced predictions, safety and cybersecurity are increasing concerns. These challenges need new approaches combining systems engineering with E/E architecture-driven development. Taking advantage of these opportunities can lead to increased deployment of embedded software and associated revenue growth. Companies need to develop new capabilities and solutions to survive, including driving network and software designs from architecture designs and accelerating embedded software development with increased virtual verification. The impact of investing in these developments includes improved software quality, managing complexity more easily, alongside increased innovation.