The work is the result of the experience and knowledge gathered during a six-month internship at Stellantis in the Product Planning Department of the Jeep Brand. Its goal is to analyze and describe the core decision making activities taken along the entire lifecycle of a vehicle to promote its successfulness on the marketplace. A particular emphasis is put on how the value is allocated during the product development phase and which actions are taken after the vehicle launch to sustain its competitiveness in a continuously evolving market. Starting with an introduction of the automotive Product Development Process and a company organizational overview, a detailed description of Long Range Planning and Product Planning roles is provided.