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Under The Hood: Automotive Storytelling
June 18, 2025

Forget about SDV, talk about Experience Defined Vehicles

- Martin Schleicher EP03

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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Episode

The Software Revolution Decoded

In this compelling episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we dive deep into Martin Schleicher's 25+ year journey transforming automotive software at Continental and his pioneering work making Software-Defined Vehicles (SDV) a reality.

Key
Insights

  • From Hardware to User-Defined Vehicles

    Martin reveals how SDV isn’t just about software – it’s about creating “user-defined vehicles” that deliver
    enhanced customer experience through continuous updates, customization, and adaptation over the vehicle’s
    lifetime.

  • The Open Source Evolution

    Discover why open source has been quietly powering infotainment systems for 15 years, while ADAS systems are
    just now embracing collaborative development – and the executive knowledge gaps that still need bridging.

  • Speed vs. Quality: The Tesla Lesson

    From 30-month automotive development cycles to Tesla’s 9-month navigation project demands – Martin shares how
    the industry can learn from IT’s 20-year evolution without compromising safety.

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Practical
Takeaways

  • Why “German engineering perfection” must evolve to continuous customer learning
  • The counterintuitive relationship between development effort and customer value in software
  • How AI will transform both vehicle functions and development productivity

Regional SDV Strategies Revealed

Martin exposes how US companies look to Silicon Valley, Europeans study China, while Chinese manufacturers pragmatically implement West Coast concepts with unmatched speed.

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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans

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