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The Future of new electronic systems application in the automobile is extremely promising. New systems such as mobile multimedia, control-by-wire systems, advanced safety interiors, and collision avoidance coupled with smart sensors and actuators, in a potentially new integrated vehicle wiring system, means significantly more electronic content in the automobile of the future. The challenge of the automotive electronics industry is to develop a vision of these future products, and then follow a defining process to develop the technologies necessary to offer timely, reliable, and cost effective products to the automotive consumer. This paper presents a methodology by which global market trends, market considerations, and engineering developments are combined to create a product vision. This vision is used to generate technology roadmaps that spawn technology development projects. Technology projects in turn help to create product strategies that result in new marketable products.