We all understand reuse is key to increasing efficiencies; we have found it difficult to realize in automotive embedded systems. Through standardization and open source efforts such as Genivi, OSEK and AUTOSAR, the industry continues to pursue reuse at a middleware and framework level; there have been major challenges in achieving the expected results. A more comprehensive reuse strategy for EE would include a commitment to reuse at multiple architectural levels. And, the product line nature of offerings in automotive are very amenable to reuse throughout the lifecycle, from voice of the customer through testing. What is required is a systematic process backed by integrated tool chain to help achieve this.