The automotive industry in Europe is facing a troubled situation. The concept of car based on the conventional internal combustion engine (ICE), according to the product life cycle, results to be placed between the maturity and decline phase, for a number of reasons (availability of crude oil at popular prices, local pollution reasons, climate change,…). Furthermore, the market is saturated by this product and the industry must deal with an overcapacity in relation to the production. To this scenario the progressively increasing environmental concerns and the recent arguments related to the pollution issues have to be added. The various manufactures are forced to take tangible actions.