As a parent of busy teenagers, my car has become my workspace while they’re at sports practice. I can email, Zoom, and enjoy the peace and quiet with a sound system that rivals my office setup.
And I’m not alone. A recent survey found that nearly two-thirds of young adults view their cars as a “third space”—a destination unto itself for work, socializing, and relaxing, distinct from home or office.
This trend is being driven by a unique confluence of social shifts enabled by technologies that are evolving at an exponential pace. The COVID-19 pandemic, for example, led to a surge in car ownership as people sought to avoid mass transit. Even today, a quarter of Americans still avoid crowds and a fifth avoid public transportation altogether.
The rise of electric vehicles is also contributing to this trend. With their lagging charging infrastructure, people are finding themselves with more idle time at charging stations. And as autonomous driving comes online, we can expect to spend even more time in our cars.
Behind all this, of course, is technology. Today’s cars pack more computing power and lines of code than any other facet of our lives. The explosion of 5G networks has created the possibility of reliable, higher-speed connectivity inside our vehicles. Meanwhile, accelerating semiconductor advancements have translated to chips and sensors that take in-cabin entertainment and comfort to new levels.
As the car-as-third-space movement gains speed, car manufacturers are racing to keep up. Nearly 9 in 10 young adults point to the in-car entertainment experience as an important feature, powering a virtual tech arms race among automakers.
In-car entertainment has become a priority, with manufacturers vying to create a “living room” experience with large screens and premium sound systems. Streaming services are becoming the norm, with top carmakers starting to add interfaces that mirror smart TVs, complete with personalized recommendations and integration with consumers’ other devices.
Audio is also getting an upgrade, with new interfaces streamlining options and enabling listening while browsing other audio sources. AI features will “remember” your preferences and geotagging will surface location-specific programming and even sales offers.
Connectivity remains a challenge, and usability can be frustrating, particularly among older demographics. Compatibility and siloing of different technologies also remain a problem.
Despite these challenges, automakers are working hard to deliver a branded experience that sets their cars apart in a crowded market. And just as automatic brakes were once installed only in high-end cars, the tech transforming the vehicle into a third space will eventually become ubiquitous.
The future of the car as a third space is bright. As technology continues to evolve, we can expect to see even more innovation and convenience in our vehicles. From in-car gaming to personalized entertainment experiences, the car of the future will be more than just a mode of transportation—it will be an extension of our homes and offices.
