Advanced driver assistance systems and automated driving are a megatrend in the automotive industry. The following questions arise: will vehicle manufacturers still be able to differentiate themselves brand-specifically in the future or will all vehicles be perceived as the same, when being driven? How can a brand DNA be implemented and how to achieve the transfer from fun-to-drive to fun-to-be-driven? In order to provide solutions, clear driving characteristic goals – in front of the customer – must be defined and the requirements for vehicle systems and components shall be derived from this. But what are driving characteristics in the context of assisted and automated driving and how can those specifically be realised in development? Porsche has addressed this challenge together with the University of Applied Sciences Kempten and MdynamiX.