Sustainability is vital for our planet and society. Fortunately it is also seen as a core asset for companies and their long term social acceptance. As a basis for their strategic planning and operational business, global players need to gain a deep understanding of a culture’s individual expectations regarding sustainability and environmental necessities. In this workspace, the focus is therefore on fostering this understanding through exchange, discussing the dimensions of responsibility of the individual stakeholders and identfying collaborative activity fields. All this should end in a creative part, in which we design a sustainable premium car.