In-car entertainment of The future: what do European generation z drivers expect of the in-car experience

Abstract

In the next 15 years, Generation Z will become the target audience of the automotive industry. However, current in-car entertainment offerings do not necessarily incorporate the desires of the generation that has grown in a digital environment. This paper uses qualitative research in the form of semi-structured interviews to understand European Gen Z drivers’ expectations of future in-car entertainment. In doing so, it generates five different Gen Z driver personas which contribute to a better understanding of this generation’s mindset, how they wish to be entertained, and how the automotive industry can innovate accordingly to maximize its in-car entertainment experiences.