In all walks of life, culture can have a major influence on user-behaviour. Automotive engineers have also realised this, developing different versions for global markets. Think of the recent proliferation of long-wheel-base cars for China and how OEMs have focused efforts on improving the rear seat passenger experience as an example. Such changes can make the difference between choosing one marque or another but what happens when different cultures interface with safety systems ADAS and the rising number of autonomous systems? Do protocols for such systems need to be standardised or should they be customised and how are they best validated? We put these questions and more to Kia Cammaerts, founder of Ansible Motion. Based in Norwich, UK, Ansible Motion provides driving simulator solutions for vehicle constructors and suppliers worldwide.