There may well be no “I” in team, but the desire to have things our way and to recognize and confirm our own sense of personal identity is innately human. In parallel with the sharing megatrend and urbanization, personalization is becoming increasingly important as a way of establishing a private sphere in densely populated environments. Within the automotive context, it can mean placing added emphasis on individualizing the interior to make an owned vehicle even more distinctly yours. It also leverages the social and economic benefits of shared mobility by providing convenient, seamless, door-to-door access to personal settings and content throughout a journey, enabling a connected life. HARMAN’s unique blend of expertise in connectivity, cloud and premium audio has already delivered a step change in personalized in-car infotainment. In the journey towards future mobility, this is just the beginning.