AUTOSAR (AUTomotive Open Standard ARchitecture) as a promising initiative, will establish an open standard for automotive E/E architecture. AUTOSAR compliant Basic software will ensure independency of the application software from the underlying hardware while allowing modularity as well as reusability. From existing black box electronic control module business, three distinct layers, hardware, basic software and application software supported by robust toolkit may develop different kinds of business activities. From the drawing of established business models landscape, we will determine the strategic options that could be offered for a Tier 1 supplier. And this will finally end up to innovative business model proposals and a migration plan in accordance with customer needs and supplying value through systems engineering activities, software products and professional services.