The automotive industry is undergoing a significant shift from traditional sales models to business models that focus on customer lifetime value. In this session, we will explore how cars are evolving from mere transportation tools to platforms that differentiate through software, deepening the connection between users and their vehicles. Furthermore, we will delve into the advancements in vehicle systems and how AI-driven services are enhancing the automotive experience. This transformation is enabling new user experiences through updatable systems and connected features, while also addressing the challenges legacy automakers face as they transition to SDV: Software-Defined Vehicles. Join us as we uncover the approaches automakers are taking to overcome these challenges and embrace the future of mobility driven by cutting-edge technologies. This presentation will clearly explain how technological advancements are reshaping the relationship between cars and users.