Today's environment is characterized by a sharp increase in the number of competing companies in most sectors, which are forced to innovate and develop new products in order to be the best. This is because the design of new products or processes allows companies to survive longer, to grow at the corporate level and above all to be able to compete with others. This thesis aims to highlight the role of innovation within the automotive sector and what possible strategies are possible for companies to adopt to facilitate the process of developing a new model. In particular, the analysis will focus on the trend of a specific segment, namely that of Sport Utility Vehicles (SUV).