Under The Hood: Automotive Storytelling

Stephane Lagresle
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  • BUSINESS

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication. 

  1. Aligning Automotive with Consumer Outcomes: the 4S Framework with Andy Hart, SBD Automotive EP20 Part 1

    2D AGO

    Aligning Automotive with Consumer Outcomes: the 4S Framework with Andy Hart, SBD Automotive EP20 Part 1

    🎯 THE MOBILITY TRANSFORMATION DECODED In this new episode of "Under the Hood: Automotive Storytelling" – the only podcast examining mobility through storytelling, brought to you by The Storytelling Tribe – we connect with Andrew Hart, CEO at SBD Automotive and architect of the groundbreaking 4S Mobility Initiative, to explore how the automotive industry can realign with consumer outcomes in an era of unprecedented disruption. This episode is made of 2 parts - this is part 1. 🎯 KEY INSIGHTS Four major disruptions Andy explains how mobility is going through major shifts: The shift in user behaviour, moving from ownership to experienceThe impact of SDV, which changes the way cars are built and maintainedThe new way we'll live in cities and how the car must adapt to themThe impact of regulations and their evolutionsThe need for a new framework Andy explains the challenges that the Automotive industry has to face to manage those disruptions, whether it's their disconnection with consumers, the focus on wrong metrics, or outdated collaboration models. The 4S Framework Starting with consumer needs, rather than ending by them: that's one of the key aspects of the 4S Framework. Andy explains why mobility needs to be Safe, Secure, Seamless and Sustainable. 💡 PRACTICAL TAKEAWAYS Measure What Matters: Replace unit sales KPIs with consumer outcome metrics to drive better decision-making across teams.Start With Empathy: Use real consumer data and stories to ground product development in actual needs, not assumed features.Embrace Agile Iteration: Test experiences quickly in market rather than perfecting them in isolation for years.Build Cross-Functional Alignment: Create common KPIs across engineering, design, and business teams using the 4S framework.🌟 ABOUT YOUR GUIDE Andrew Hart brings 20 years of automotive expertise spanning the industry's major transformation cycles. Having led strategy advisory for over 50 global OEMs and suppliers, he steered SBD Automotive through a 2021 management buyout, keeping the company independent and employee-owned. His passion for consumer-centric mobility outcomes led to founding the industry-wide 4S Mobility Initiative. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    31 min
  2. Aligning Automotive with Consumer Outcomes: the 4S Framework with Andy Hart, SBD Automotive EP20 Part 2

    2D AGO

    Aligning Automotive with Consumer Outcomes: the 4S Framework with Andy Hart, SBD Automotive EP20 Part 2

    🎯 THE MOBILITY TRANSFORMATION DECODED In this new episode of "Under the Hood: Automotive Storytelling" – the only podcast examining mobility through storytelling, brought to you by The Storytelling Tribe – we connect with Andrew Hart, CEO at SBD Automotive and architect of the groundbreaking 4S Mobility Initiative, to explore how the automotive industry can realign with consumer outcomes in an era of unprecedented disruption. This episode is made of 2 parts - this is part 2. 🎯 KEY INSIGHTS Four major disruptions Andy explains how mobility is going through major shifts: The shift in user behavior, moving from ownership to experienceThe impact of SDV, which changes the way cars are built and maintainedThe new way we'll live in cities and how the car must adapt to themThe impact of regulations and their evolutionsThe need for a new framework Andy explains the challenges that the Automotive industry has to face to manage those disruptions, whether it's their disconnection with consumers, the focus on wrong metrics, or outdated collaboration models. The 4S Framework Starting with consumer needs, rather than ending by them: that's one of the key aspects of the 4S Framework. Andy explains why mobility needs to be Safe, Secure, Seamless and Sustainable. 💡 PRACTICAL TAKEAWAYS Measure What Matters: Replace unit sales KPIs with consumer outcome metrics to drive better decision-making across teams.Start With Empathy: Use real consumer data and stories to ground product development in actual needs, not assumed features.Embrace Agile Iteration: Test experiences quickly in market rather than perfecting them in isolation for years.Build Cross-Functional Alignment: Create common KPIs across engineering, design, and business teams using the 4S framework.🌟 ABOUT YOUR GUIDE Andrew Hart brings 20 years of automotive expertise spanning the industry's major transformation cycles. Having led strategy advisory for over 50 global OEMs and suppliers, he steered SBD Automotive through a 2021 management buyout, keeping the company independent and employee-owned. His passion for consumer-centric mobility outcomes led to founding the industry-wide 4S Mobility Initiative. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    31 min
  3. From Clay to Canvas to AI: Felix Kilbertus on Design's Evolution EP19 Part 1

    SEP 21

    From Clay to Canvas to AI: Felix Kilbertus on Design's Evolution EP19 Part 1

    🎨 FROM CLAY TO CANVAS TO AI - PART 1 In this captivating episode of "Under the Hood: Automotive Storytelling" from the Storytelling Tribe, we sit down with Felix Kilbertus, Chief Design Officer and former Head of Exterior Design at Rolls-Royce, to explore how legendary automotive design bridges tradition with transformation. 🎯 KEY INSIGHTS Silicon Valley vs. Goodwood: The Creative Culture Clash Felix reveals how Austrian heritage and global experience shaped his unique approach to navigating diverse design cultures from French elegance to Japanese precision. The Three-Line Philosophy of Luxury Design Discover the sacred simplicity behind Rolls-Royce design – where just three lines define automotive perfection and how restraint becomes the ultimate creative power. The Electric Heritage Revelation Learn how Henry Royce's forgotten electrical roots transformed the Rolls-Royce Spectre from challenge to destiny, proving that innovation often means returning to origins. 💡 PRACTICAL TAKEAWAYS Master the Power of Naming: Give every design proposal a compelling name – it transforms how audiences perceive and choose conceptsEmbrace Constraints as Creative Fuel: View limitations as applied art opportunities that differentiate design from pure artistic expressionDevelop Editorial Excellence: With AI generating infinite options, focus 80% of your energy on selection and refinement rather than creationBridge Business and Beauty: Design leaders must speak fluent business language while protecting creative team environments🌟 ABOUT YOUR GUIDE Felix Kilbertus brings 20+ years of global automotive design experience across Pininfarina, Rolls-Royce, Fiat, Nissan, and Renault. His portfolio includes the groundbreaking fully-electric Rolls-Royce Spectre, Phantom Series 2, and BMW Pininfarina Grand Lusso. Felix transforms how luxury brands balance heritage with innovation. Ready to discover the stories behind the steering wheel? #UnderTheHood #AutomotiveStorytelling #PininfariaDesign #RollsRoyceSpectre #DesignLeadership "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    29 min
  4. From Clay to Canvas to AI: Felix Kilbertus on Design's Evolution EP19 Part 2

    SEP 21

    From Clay to Canvas to AI: Felix Kilbertus on Design's Evolution EP19 Part 2

    🎨 FROM CLAY TO CANVAS TO AI - PART 2 In this captivating episode of "Under the Hood: Automotive Storytelling" from the Storytelling Tribe, we sit down with Felix Kilbertus, Chief Design Officer and former Head of Exterior Design at Rolls-Royce, to explore how legendary automotive design bridges tradition with transformation. 🎯 KEY INSIGHTS Silicon Valley vs. Goodwood: The Creative Culture Clash Felix reveals how Austrian heritage and global experience shaped his unique approach to navigating diverse design cultures from French elegance to Japanese precision. The Three-Line Philosophy of Luxury Design Discover the sacred simplicity behind Rolls-Royce design – where just three lines define automotive perfection and how restraint becomes the ultimate creative power. The Electric Heritage Revelation Learn how Henry Royce's forgotten electrical roots transformed the Rolls-Royce Spectre from challenge to destiny, proving that innovation often means returning to origins. 💡 PRACTICAL TAKEAWAYS Master the Power of Naming: Give every design proposal a compelling name – it transforms how audiences perceive and choose conceptsEmbrace Constraints as Creative Fuel: View limitations as applied art opportunities that differentiate design from pure artistic expressionDevelop Editorial Excellence: With AI generating infinite options, focus 80% of your energy on selection and refinement rather than creationBridge Business and Beauty: Design leaders must speak fluent business language while protecting creative team environments🌟 ABOUT YOUR GUIDE Felix Kilbertus brings 20+ years of global automotive design experience across Pininfarina, Rolls-Royce, Fiat, Nissan, and Renault. His portfolio includes the groundbreaking fully-electric Rolls-Royce Spectre, Phantom Series 2, and BMW Pininfarina Grand Lusso. Felix transforms how luxury brands balance heritage with innovation. Ready to discover the stories behind the steering wheel? #UnderTheHood #AutomotiveStorytelling #PininfariaDesign #RollsRoyceSpectre #DesignLeadership "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    30 min
  5. IAA 2025 Special: The Three Transformations Reshaping Automotive EP18

    SEP 16

    IAA 2025 Special: The Three Transformations Reshaping Automotive EP18

    🚗 THE INDUSTRY TRANSFORMATION DECODED In this compelling IAA 2025 Special episode of "Under the Hood: Automotive Storytelling" – the only podcast examining mobility through storytelling – Stéphane takes you inside Munich's Messe to explore three fundamental transformations reshaping the entire automotive industry. 🎯 KEY INSIGHTS Software at Scale: From Concept to Millions of Vehicles Discover how BMW processes daily requests from millions of connected vehicles, while HERE virtualizes development and TomTom deploys navigation solutions in just 12 weeks. Conversation Revolution: Multi-Agent AI Meets Xbox Gaming Learn how Mercedes became the first to integrate both Microsoft and Google AI simultaneously, while LG brings console-quality Xbox gaming to vehicles and Cerence transforms voice into true conversation. Collaboration Imperative: From Competition to Ecosystems Explore how German OEMs created Catena X for supply chain collaboration, while CATL focuses on safety standards that benefit all electric vehicles across the industry. 💡 PRACTICAL TAKEAWAYS Recognize the Scale: SDV isn't coming—it's operating at 20M+ vehicle scale with proven cloud architectures and virtualized development environmentsEmbrace Conversation: Move beyond voice commands to conversational AI that understands context and switches between multiple knowledge sources seamlesslyBuild Ecosystems: Success requires collaborative platforms that connect tier-N suppliers, not just traditional OEM-tier 1 relationshipsDeploy Fast: Standardized, plug-and-play solutions can reduce deployment times from years to weeks in software-defined architecture 🌟 FEATURED VOICES Dr. Céline Laurent-Winter (BMW) - VP Connected Vehicle Platforms revealing the scale of BMW's cloud transformation  Nicolas Legros (HERE) - Director of Product Marketing explaining the SDV Accelerator that virtualizes automotive development with AWS Jan Wehmeier (Cerence AI) - VP Europe showcasing Microsoft integration for conversational productivity in vehicles Valentin Janiaut (LG Electronics) - Demonstrating Xbox cloud gaming and the "living room on wheels" vision Plus insights from: TomTom's 12-week navigation deployment, Kotei's Unreal Engine for Automotive, Sonatus's AI Director platform, Catena X's supply chain ecosystem, CATL's NP 3.0 safety innovation, and Jato Dynamics' market analysis Ready to understand how IAA 2025 revealed the industry's transformation from hardware to software, control to conversation, and competition to collaboration? #UnderTheHood #AutomotiveStorytelling #IAA2025 #SDV #ConversationalAI #AutomotiveEcosystems #BMWConnectedVehicles #MercedesAI #ElectricVehicles "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    40 min

  6. SEP 6

    Quick Fix #1: The Dinner Party Test - Transforming Your Customer Presentations EP17

    Transform your customer presentations with one simple question that reveals why most automotive suppliers lose deals before they even start. In this debut "Quick Fix" episode, Stéphane Lagresle shares a real story from a high-stakes customer meeting with a major OEM.  The Problem: A 45-minute technical presentation that never once mentioned the customer's name, logo, challenges, or goals. Sound familiar? The Solution: The Dinner Party Test - a simple framework that asks whether your presentation style would work at a dinner party. If someone monopolized the entire conversation talking only about themselves, would you want to meet them again? What You'll Learn: The one question that transforms customer presentations: "What do they need to hear?" (not what you want to tell them)How to create an Empathy Map that puts your key decision-maker at the center of your storyA tactical implementation guide for researching customer challenges before every meetingWhy you're competing against every other priority in the room, not just other suppliersPerfect for: Sales teams, account managers, business development professionals, and anyone who presents to automotive customers. Key Takeaway: In automotive, we're not just selling technology - we're competing for attention. Make your presentations about their success, not your features. Connect with Stéphane on LinkedIn or visit thestorytellingtribe.com for more resources on automotive storytelling. Tell us in the comment if you want more Quick Fixes like this! "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    12 min
  7. Why Software Naming Matters: Making Intangible Tangible - Valentin Janiaut, LG Electronics EP16

    SEP 1

    Why Software Naming Matters: Making Intangible Tangible - Valentin Janiaut, LG Electronics EP16

    🚀 AUTOMOTIVE SOFTWARE FROM B2C GIANTS DECODED In this episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we connect with Valentin Janiaut, Software Solution Task Leader at LG Electronics Vehicle Component Solutions and French engineer with a unique Korean automotive perspective, to explore how traditional electronics giants are redefining themselves in the software-defined vehicle era. 🎯 KEY INSIGHTS From Electronics to Software Identity LG's journey from being perceived purely as an electronics supplier to establishing credibility in automotive software required deliberate branding. The creation of "AlphaWare" wasn't just about naming products—it was about reshaping market perception and internal identity. Engineering as Universal Language Valentin's observation that engineering culture transcends national boundaries is significant. While French, British, and Korean automotive cultures differ, engineers share a common problem-solving mindset that enables collaboration. The Open Source Future of Mobility Learn why collaborative development models will eliminate redundant engineering efforts and how successful SDV implementation requires both getting and giving back to the community. 💡 PRACTICAL TAKEAWAYS Bridge Cultures Strategically: Leverage cross-cultural engineering mindset to transcend country-specific business approaches and connect with global teamsName Your Software Solutions: Create strong brand identity for software products to establish credibility beyond traditional hardware reputationFocus on Experience Over Features: Design solutions that enable end-to-end customer experiences rather than standalone technical capabilitiesEmbrace Usage-Based Models: Develop digital services that deliver clear value every time they're used, justifying subscription or token-based pricing🌟 ABOUT YOUR GUIDE Valentin Janiaut brings over 10 years of automotive software experience spanning Korean and European markets. From launching R-Link 2 for Renault to creating LG's AlphaWare software suite, he's driven the evolution from hardware-centric to software-defined mobility. His LSE MBA combined with cross-cultural engineering expertise positions him uniquely to decode the future of automotive software. Ready to discover the stories behind the steering wheel?  #UnderTheHood #AutomotiveStorytelling #SDV #LGAlphaWare #SoftwareDefinedVehicle "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    44 min
  8. From fear to trust: Cybersecurity as a revenue enabler - Andrew Till, Trustonic EP15

    AUG 25

    From fear to trust: Cybersecurity as a revenue enabler - Andrew Till, Trustonic EP15

    🔐 THE SECURITY FOUNDATION DECODED In this episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we connect with Andrew Till, General Manager of Secure Platform at Trustonic and cybersecurity visionary with decades of experience across mobile and automotive ecosystems, to explore how security becomes the invisible foundation that enables automotive innovation. 🎯 KEY INSIGHTS Hollywood vs. Reality: The Cybersecurity Narrative Challenge Andrew reveals how Hollywood's glamorized hacker portrayal threatens talent recruitment, and how he proposes to flip the narrative and showcase cybersecurity as collaborative, diverse, and essential to automotive innovation. The Chinese Security Leadership Revolution Discover how Chinese OEMs have emerged as global cybersecurity leaders, driven by export ambitions and ecosystem-first vehicle design that demands robust security foundations. Beyond Fear: Security as Revenue Enabler Learn why the future of automotive cybersecurity lies not in fear-based selling but in positioning security as the invisible enabler of connected services, payments, and ecosystem partnerships. 💡 PRACTICAL TAKEAWAYS Start with Security: Build security into software development from day one, not as an afterthoughtNever Assume: Eliminate assumptions in security protocols – most breaches stem from human error and shared passwordsImplement Periodic Attestation: Move beyond startup verification to regular 20-30 minute security health checksEmbrace Hardware-Software Synergy: Optimize security solutions for specific chipsets rather than treating them as separate domains🌟 ABOUT YOUR GUIDE Andrew Till brings over 30 years of experience spanning mobile revolution to automotive transformation. From pioneering content stores at Motorola to leading Android ecosystem development at Symphony Telecom, through automotive innovation at Harman, Andrew now oversees Trustonic's mobile, automotive, and IoT security solutions. His passion: protecting people through technology that just works. Ready to discover the stories behind the steering wheel?  #UnderTheHood #AutomotiveStorytelling #CybersecurityLeadership #ConnectedVehicles #SoftwareDefinedVehicles "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

    44 min
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Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication. 

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