Product Emerging Process - PEP in Automobili LamborghiniAbstract The European automotive industry is currently in the middle of a radical transformation from internal combustion engine vehicles to electric vehicles. This change represents a structural challenge for the automotive industry because it affects both the product architecture and it also puts under stress a very complex supply chain, that developed itself around ICE vehicles. The aim of the thesis is to analyse how the European automotive supply chain is responding to this change and how suppliers can strategically choose the best ways to remain in the market and be competitive. The European Union’s 2035 phase-out of new ICE vehicles triggered and accelerated the electrification process even if it has been softened in latest revisions.