(00:00) Innovating Digital Customer Experience in Automotive This chapter features an engaging conversation with Dr. Umar Zakir Abdul Ahmad, an expert in future mobility with roles at Sensible 4, MoVita, Zikr, and Proton, who shares insights into the evolving landscape of digital customer experience in the automotive industry. I explore Umar's personal interests, such as his love for indie rock, R&B, and synthwave music, alongside his technical achievements, including scaling a Finnish startup and winning international awards. Umar discusses how the autonomous vehicle hype has introduced a software-centric mindset to the traditionally mechanical automotive sector, leading to innovative digital experiences in vehicles and new opportunities for monetization. He highlights the gradual shift towards integrating software processes with legacy safety procedures and how this fusion is transforming the automotive industry's approach to business innovation and customer engagement. (17:54) Challenges of Software in Automotive Industry This chapter explores the challenges and opportunities presented by the integration of software into the automotive industry, with a focus on data privacy regulations such as GDPR and the necessity for transparency and open-source approaches. We examine the shifting landscape of digital customer experiences in the automotive sector, highlighting initiatives like Volkswagen's Cariad and the strategic positions held by young talent in companies, as illustrated by Mercedes-Benz's Chief Software Officer, Magnus Östberg. The conversation also touches on the evolving perception of careers in automotive software, the need for a balance between innovation and safety, and the essential skills for success in this dynamic field, emphasizing the importance of being a T-shaped specialist. We conclude with insights on how the industry is becoming more fluid and the imperative for professionals to have a solid core skill set while remaining adaptable to change.