The PSA PEUGEOT CITROÃÂN IT Department works on research & development about imaging solutions for automotive use cases. The main objective is to reduce the gap between a physical mockup and a virtual mockup. In order to achieve this, PSA employs new imaging technology enabled by the latest GPU''s to combine simulation and photorealistic rendering in interactive sessions. In addition, PSA leverages GPU cloud computing to reduce the amount of time required for off-line rendering. Lastly, PSA works with life-size product reviews with 3D visual solutions that deliver the correct look and feel. This talk will discuss how PSA leverages various tools to achieve the above topics and their vision for the future of computer generated imagery to drive Automotive Design.