In this paper, we present the development and deployment of an embedded optimal control strategy for autonomous driving applications on a Ford Focus road vehicle. Non-linear model predictive control (NMPC) is designed and deployed on a system with hard real-time constraints. We show the properties of sequential quadratic programming (SQP) optimization solvers that are suitable for driving tasks. Importantly, the designed algorithms are validated based on a standard automotive development cycle: model-in-the-loop (MiL) with high fidelity vehicle dynamics, hardware-in-theloop (HiL) with vehicle actuation and embedded platform, and vehicle-hardware-in-the-loop (VeHiL) testing using a full vehicle. The autonomous driving environment contains both virtual simulation and physical proving ground tracks. Throughout the process, NMPC algorithms and optimal control problem (OCP) formulation are fine-tuned using a deployable C code via code generation compatible with the target embedded toolchains. Finally, the developed systems are applied to autonomous collision avoidance, trajectory tracking and lane change at high speed on city/highway and low speed at a parking environment.