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In the new century the automotive industry is transforming itself from an entirely mechanical industry to an industry that is driven by electronics and services. The companies who will be most successful are those who are able to control, drive and renew the architectural concepts enabling the introduction of state-of-the-art information technology to the car and its supporting infrastructure. This paper will first define the term architecture and will elaborate about the increasing relevance of architectural thinking in the automotive domain. Architectural leadership will be defined to mean control (proprietary ownership of components and/or interfaces), creation of a de-facto or legal standard as well as renewal (creation of new products and markets utilizing new linkages of existing architectures). In the second part examples of successful and less successful approaches for establishing architectural leadership in the automotive industry are discussed.