Cars are getting smarter, more intuitive, and more personalized, and audio is right at the center of the experience. Voice technology and artificial intelligence are making it easier for drivers to access, control, and discover audio. At the same time, larger screens and autonomous features are opening new lanes for brands to connect with consumers.

For five years, we’ve tracked how connected-car technology is changing what drivers want, how they listen, and how they respond to advertising. Our 2026 study shows that as the technology evolves, audio’s role in the car is growing right along with it.

AI Intenders (drivers who want more AI-powered features in their next vehicle) are tech-forward drivers worth watching. They embrace cutting-edge automotive technology, but they also value what they already know and love about audio. These younger drivers are serious audiophiles, and connected-car advancements give them even more control over what they hear and how they access it.

65% of AI Intenders listen to AM/FM radio and 48% listen to podcasts in the car (well above the general in-car audience)

Audio is woven into their daily lives, from phones and smart speakers to the car, making seamless access across devices essential.

They also expect their favorite audio to travel with them. A Philadelphia driver shouldn’t have to miss KYW’s morning traffic report or a minute of the Eagles trash talk simply because they’re driving out of the area. Connected-car technology and station apps make that continuity possible.

51% listen through a radio app like Audacy

What do AI Intenders want from their next cars? Intuitive technology that feels tailored to them, with personalization and voice control at the top of their wish lists.

These next-gen drivers want to continue discovering new content. Nearly half say cutting-edge tech makes it easier to explore new audio, up nearly 25% in just two years.  

New technology gives drivers more ways to access the local stations, hosts, and personalities they value.

Local radio combines timely information with voices drivers trust, like 1010 WINS traffic reporter Andre Ferro, who guides New Yorkers through their daily commutes. Seven in 10 connected-car drivers turn to local radio for breaking news, weather, and traffic, ahead of social media and phone apps.

That connection extends beyond the information itself: 70% of connected-car drivers look forward to hearing their favorite local station hosts as part of their daily routine.

For advertisers, that connection drives results. Radio ads outperform in-app map ads at every stage of the consumer journey, from awareness through recommendation.

The connected car runs on technology and trusted local connections.

The connected car dashboard has become prime real estate. And drivers have a clear, consistent message about what they want from it: control and the ability to get to their content without taking their eyes off the road.

Practicality Commands the Dashboard

The road ahead is all about safety, control, and making life simple. Easy-to-use dashboards with quick access to content, calls, and navigation are the future of the connected car system.

Audio is not just entertainment. It’s one of the dashboard’s core functions. More than half of connected-car drivers use the dashboard to control audio, putting it nearly on par with making calls and navigation, and well ahead of messaging, voice assistants, video, calendars, and games.

Integrated Voice: More Talking, Less Tapping

Voice control is quickly becoming essential. Demand for voice-controlled Audio systems has doubled since 2021, and 54% of connected-car drivers want fully integrated voice in their next system. Fully integrated voice makes it easier to navigate and personalize the experience while keeping their hands on the wheel and eyes on the road.

Connected Car Drivers’ Top Voice Actions

Your Next Co-Pilot Might Be AI

Nearly one in three connected-car drivers use voice controls to chat with AI tools like ChatGPT and Gemini. They can ask questions, brainstorm ideas, or talk through plans without reaching for a screen. It is an early sign that the car is becoming a place to interact with audio in an entirely new way.

Visual Ads: A Wide Open Opportunity

Dashboard screens aren’t just for navigation. Connected-car drivers are highly receptive to visual ads, creating valuable new inventory directly within their line of sight.

Screens are also bigger than ever, from 14-inch displays in midsize SUVs to the Mercedes-Benz EQS’s eye-popping 56-inch hyperscreen display. When logos, promotions, and other visuals appear alongside a radio ad, they extend the audio message and deepen engagement.

In fact, 65% of drivers say the audio-visual combination makes them more likely to remember an advertiser and search for it later.

Autonomous Driving

Autonomous driving opens the door to a bigger role for audio. Drivers see these capabilities as an opportunity to move beyond their usual listening habits and discover something new. In 2026, 36% of connected-car drivers said autonomous driving allows or would allow them to explore new types of audio content, twice the share reported in 2024.

The connected car is making radio advertising more visible, interactive, and actionable. A message heard in the car can prompt searches, conversations, store visits, and purchases, moving consumers from awareness to action.

After hearing a radio ad, connected car drivers take action:  

As in-car tech transforms how drivers use audio, brands see an open road: more ways to reach consumers across the full marketing funnel, from awareness and discovery to conversion.  

The future of the connected car is not just more technology. It’s technology that makes audio easier to access, more personal, and more engaging. As AI, integrated voice, larger screens, and autonomous systems converge, the dashboard is evolving into a personalized, multimodal media platform. For drivers, that means a better experience behind the wheel. For brands, it means more ways to be heard, seen, remembered, and acted on.