Automotive world has been through serious changes over the past several years. Nowadays the common driver can take advantage of a larger number of features in order to make driving act more convenient and comfortable, centred on utilities such as navigation, communication and multimedia. A brief analysis of the current trend indicates that those functionalities are expected to sharply increase over the next few years [1] partly due to the compatibility with the increasing number of electronic gadgets.

Therefore, in order to keep pace with technological growth, automotive world is forced to make a constant renewal, which represents a serious challenge. Besides being an area with high investment risk, automotive is also characterized by a long time to market mainly because of the extension of the validation process of new technologies. In general, the period required for the release of an automotive product on the market is four times higher than a common device such as mobile phone or computer.

The high competitiveness and increasing user demands require a rapid response of the automotive world. Accordingly, new product development methods must be urgently adopted for the purpose of not only manage the growing complexity but also reduce the Time to Market and enhance return of investment [2].

[1] A. Davydov, "Automotive HMI Fit for 2020," Technol. Excell. Ser. Key trends Affect. Evol. in-car user interfaces, 2012.

[2] A. Oracle and W. Paper, "Accelerating Speed to Market in the Highly Competitive Automotive Industry," no. August, 2013.