A vehicle system, including one or more vehicle immersion components, operatively coupled to a vehicle processing apparatus, each of the one or more vehicle immersion components configured to execute an immersive effect in the vehicle. A vehicle component, operatively coupled to the vehicle processing apparatus, is configured to execute a vehicle function, wherein an operational profile includes data for assigning the vehicle component to the one or more vehicle immersion components, and where the vehicle component is configured to modify operation from executing the vehicle function to executing the immersive effect when the operational profile is executed in the vehicle.