The authors have previously articulated the need to think beyond safety to encom-pass ethical and environmental (sustainability) concerns, and to address these concerns through the medium of argumentation. However, the scope of concerns is very large and there are other challenges such as the need to make trade-offs between incommensurable concerns. The paper outlines an approach to these challenges through suitably framing the argument and illustrates the approach by considering alternative concept designs for an autonomous mobility service
