ESD is mandatory when working with Automotive electronics. All inputs and outputs have to be protected in the circuit. For automotive, usually have fuse and transient protection circuit for the power, and I/Os using protection buffers. As for the European rules, it will depend what type of consumer application. If it was a monitor, you would need to follow the UL or IEC standard, and test it round the screen and the casing and check for any abnormal distortion in the display. As for automotive, you perform a low dump test on all the I/Os and passes if the circuit survives and still operational.