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AUTOSAR(AUTomotive Open System ARchitecture) establishes an industry standard for OEMs and the supply chain to manage growing complexity to the automotive electronics domain. Increased focus on software based features will prove to be a key differentiator between vehicle platforms. AUTOSAR serves to standardize automotive serial data communication protocols, interaction with respect to hardware peripherals within an ECU and allow ECU implementer to focus on development of unique customer focused features that distinguish product offerings. Adoption strategy and impact assessment associated with leveraging AUTOSAR for an E/E Architecture and the potential challenges that need to be considered will be described in this publication. This publication will also illustrate development strategies that need to be considered w.r.t deploying AUTOSAR like data exchange, consistency to BSW software implementation, MCAL drivers etc.