In this video, Dr. Tim Sturm—Partner and Global Solution Lead for Mobility Transformation at 3DSE—introduces the 7 levers of high-performance, software-defined R&D. Drawing from 3DSE’s latest reference model, he explains how automotive companies can successfully transition toward software-defined vehicle development and unlock long-term value.
Dr. Sturm outlines the profound technological, organizational, and cultural shifts required: moving to lifecycle-extended business models, adopting centralized E/E architectures, building software-driven organizations, enabling high-speed agile development, and fostering a true software-first culture. He highlights the need for deep in-house software capabilities—from architectures and middleware to automation and simulation—and emphasizes the importance of actively managing this transformation through strong leadership, talent development, and continuous education.
