But is that constant pressure to improve actually a good thing? Automakers are seemingly asking engineers to solve increasingly complex problems in increasingly short development windows. But is that constant pressure to improve actually a good thing? Carmakers are under constant pressure to move metal; competition has never been fiercer, and with the rise of AI, cutting-edge technology has never been more in demand. Western brands aspire to develop new models in as little as two years, following the lead of many Chinese automakers.