The global automotive market is in the midst of the most significant changes in it's history. Multiple factors are changing the very nature of the market and the players. Globalization is accelerating with non-global players being replaced by more efficient, lower cost global ones. Suppliers are combining forces in order to position themselves in key segments and create the ability to supply large “chunks” of the vehicle. New legislation is driving increasing intelligence into safety systems. The importance of electronics continues to increase with car sales increasingly being driven by style and feature content. This paper looks at trends in electronic safety and convenience systems that affect the auto makers ability to personalize the driving experience.