STRIVE (Simulation Tools for Rapid Innovation in Vehicle Engineering) is an AMSCI-funded project to create a new ‘digital’ supply chain for the UK automotive sector. STRIVE will develop an integrated solution of high fidelity simulation, immersive virtual prototypes and processes for evaluation and, ultimately, application for the advancement of the UK automotive industry. The result will be significantly reduced timescales for the development of new vehicles and enhanced build quality.