The automotive global scenario is nowadays under constant evolution: electrified powertrains, new competitors, connected cars, and autonomous driving are redefining the concept of mobility and peoples’ view of cars. Inside this challenging although fascinating world, one of the key aspects of the automotive industry that remains still is the car itself: the concept of car as a Product that is sold in a marketplace to a customer that is willing to pay to have a value in return. This simple concept defines the importance to see the car as a product, and remarks the relevance of product planning inside the automotive business.