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E-mobility is a game changer for the automotive domain. It promises significant reduction in terms of complexity and in terms of local emissions. With falling prices and recent technological advances, the second generation of electric vehicles (EVs) that is now in production makes electromobility an affordable and viable option for more and more transport mission (people, freight). Still, major challenges for large scale deployment remain. They include higher maturity with respect to performance (e.g., range, interaction with the grid), development efficiency (e.g., time-to-market), or production costs. Additionally, an important market transformation currently occurs with the co-development of automated driving functions, connectivity, mobility-as-a-service. New opportunities arise to customize road transportation systems toward application-driven, user-centric smart mobility solutions.