The mobility industry is undergoing a colossal shift, transforming from its mechanical heritage to a software-driven future. The transformation is impacting everything from how the vehicles drive to how we experience mobility, how the OEMs manage the new business model, how the fleet owners run their fleets, and how cities manage traffic. Individually, the car makers, especially the traditional ones, are charting this transformation differently. This presentation will discuss the foundations of the software-defined vehicle (SDV) and how the shift is orchestrating a new paradigm of collaboration and inspiring a new suite of services and ownership experiences. Each new promise comes with one or more challenges. The presentation will touch on both sides of the equation.