How tech is transforming the transportation experience

As the automotive infotainment market is projected to reach $12.57 billion in revenue by 2028, society is steering towards the peak “in car” experience. Whether podcasts, music, mapping, or video, today’s consumers want a car that connects them to culture. Robert, a 26-year-old from Wisconsin told Cassandra, “I have entertainment in my car, from a great sound system for music to a portable blu-ray to comfortable seats.” Cassandra will be exploring the attitudes and behaviors young people have towards cars in our new Transport(n)ation Report, releasing Thursday, available exclusively for Cassandra clients.


Although most Gen Z and Millennials aren’t likely to be in the market for a Bentley anytime soon, the luxury car brand is cranking up the sound to perk up their ears. Their newest feature, “adaptive music,” uses AI to compose a soundtrack that aligns with current driving inputs and style. Whether low key or energetic, the instrumental music is immersive and enhances “the emotional experience of every journey.” With music core to their identity and passions, this innovative audio functionality is setting a new car experience expectation among young consumers. While Bentley was first to market with this high-tech system, other brands are sure to follow.


Spotify knows just how important entertainment experiences are to Gen Z and Millennials, and they want to join along for the ride. The brand recently launched Car Thing–a smart player offering music, news, entertainment, podcasts, and more. Whether consumers are setting out on the open road or just on their average commute to the office, this device allows for a “seamless and personalized in-car listening experience.” The physical, touchscreen product costs $79.99 and consumers can sign up for the waitlist now.


Toyota is bringing a new car user experience to market–which has already been named “state of the art.” The personalized and intelligent Next Generation Multimedia System includes a Virtual Assistant which uses a more conversational approach to voice commands and is intended to be the primary way to interact with the system by “creating a true human-like conversation experience.” This system will debut this Fall and eventually be available across all Toyota vehicles.