Since AM radio came into the car, in-vehicle entertainment and infotainmenthas grown up continuously. In early stage, vehicle industry had brought inconsumer entertainment electronics, such as radio, music cassette, CD player,TV and so on. Two epoch making infotainment systems were born in the car,such as navigation system and Telematics. And now, both entertainment andinfotainment systems have full of functionalities. In addition to those embeddedsystems, smartphone has brought in another way of infotainment. It’s a newparadigm, on the other hand, development volume and complexity of systemsare getting bigger and bigger. This keynote expresses what automotive industryhas challenged to, what items should be considered to provide such a complexsystems, how we should challenge to new paradigm.