Cooperative, connected, and automated mobility (CCAM) solutions have the potential to bring various benefits to mobility systems across the EU. However, their uptake has been hindered by a lack of societal demand, partly due to their current inability to integrate seamlessly into existing mobility systems and communicate their potential benefits effectively. The EU-funded Diversify-CCAM project aims to address this challenge by developing a CCAM diversification tool and observatory. To achieve this goal, the project will establish 12 pilot sites in six EU countries, examining differences in CCAM implementation between rural and urban environments, identifying barriers to the acceptance and efficiency of CCAM in these areas, and integrating cultural, geographical, and policy considerations into the design and development process.