The car/vehicle of the future is connected, autonomous, shared, and electric. Horsepower and static interior design are no longer enough: Automotive companies / OEMs and suppliers need to shift their focus to driver and passenger experience. To create this human-centered experience, new prototyping tools are needed. Extended Reality (XR) offers a way to conduct user research already in an early concept stage to validate assumptions regarding the appearance and function of the final product. When immersive technology is combined with user experience design across various digital interfaces and interaction channels, automotive designers can build prototypes that enable faster iteration, fewer errors, significant savings in time and resources, and ultimately, better solutions.