E-mobility is at a tipping point with increasingly optimistic forecasts for the future market share of electric vehicles. However, for electrified vehicles to achieve mass-market penetration, new powertrains must achieve a reasonable balance between driving range, power, charge rate, safety and cost. Optimization of the battery pack down to the cell, electrode and material levels offers the potential for many performance improvements, yet each change necessitates significant re-tailoring of a cell. Such multivariable optimization requires high-throughput evaluation methods as well as a deep understanding of electrochemical, chemical and mechanical fundamentals. To apply demanding automotive requirements to new battery technologies, BMW Group works with academic, national lab, and industry partners to understand the impacts of each cell design decision. Some innovations (e.g. advanced electrolytes) are challenging to discover but simple to implement, while others (e.g. high-Si content anodes, all-solid-state electrolytes) require significant R&D inputs in both discovery and scalability. This presentation will outline the opportunities and limitations of various cell and material concepts from a car manufacturer’s point of view. Key challenges will be addressed with examples from BMW research projects.