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Norbert Riedheim, the head of BMW’s Future Car group, has been tasked with crafting a strategy for the company in the autonomous automobile space. He will have to present this strategy in an upcoming high-stakes meeting with board members of the company's board. Students are guided through his reflections on BMW’s innovation legacy, the state of the autonomous auto ecosystem, a range of critical uncertainties and plausible futures of the space, as well potential alternative futures for the evolution of the industry into a cross-boundary arena in which internet companies and automakers converge and collide. What kind of business should BMW aim to be over the next 10 to 15 years? What are its aspirations and challenges? Will the car industry transform and will power in the space shift to untraditional actors like internet and other tech companies? What advantages does the company have and which ones does it need to build? What moves should BMW make and why? To answer these questions, students are asked to systematically explore BMW's options through discrete steps described in a choice carousel provided in the case. As described in the teaching notes, the case can be taught in a three-hour session on industry structure and red ocean v blue ocean moves, or as a case competition across three class sessions.