As EV adoption evolves across Europe, OEMs are balancing shifting consumer demand, cost pressures and the need to secure reliable battery supply. While electrification targets remain in place, the challenge is increasingly about delivering vehicles that are both competitive and commercially viable. This keynote explores how OEMs are approaching growth, procurement and supply chain strategy ' and what they need from industry to support the next phase of Europe's EV market. How is EV demand evolving in Europe ' and what are consumers actually willing to pay for? How are OEMs balancing premium vehicle strategies with the need for more cost-competitive EVs? What role does battery cost play in shaping vehicle pricing and adoption? What do OEMs need from suppliers to improve cost competitiveness and scale in Europe? How are sourcing strategies evolving to support long-term supply security? What needs to change for Europe to remain competitive in the global EV market?