Our study shows that technology transfer between Slovenian universities (or public research organisations) and Slovenian automotive industry is not sufficient. On one hand, technology transfer offices offer patented inventions for which automotive industry claims they have no value for them. On the other hand, the industry is seeking the help of (university) scientists to solve specific technical problems for inventions they propose and they could successfully commercialise, but unfortunately they often encounter unresponsiveness or rejection of their invitation. By conducting a focus group method where we confronted representatives of different groups, we have tried to find mutual solutions to this challenge. We claim that technology transfer offices have to be transformed in that way to attract direct industrial funding rather than purely focusing on commercialising results of ongoing research at universities or public research organisations.