From Rush Hour to Refuge: Redefining the Role of Cars in Our Daily Lives

In the years leading up to the pandemic, many experts predicted a decline in personal vehicle ownership. The rise of ride-sharing services and the anticipated arrival of self-driving vehicles seemed poised to disrupt the automotive industry. However, a recent survey commissioned by DTS, “Consumer Survey 2024: Vehicle Ownership, and Its Role as a ‘Third Space,’ Alive, Well and Enduring,” shows how the pandemic has reshaped our relationship with cars and their importance. The survey shows that 92% of car owners consider their vehicle to be important to them, and for many it is a safe haven and a personal retreat.

The pandemic’s impact on vehicle ownership

As the world shut down during the pandemic, personal vehicles became the only COVID-safe way to get around. Public transportation and ride-sharing services were no longer viable options for many people. With these safety concerns, car owners began to view their vehicles as more than just a means of transportation; they became a refuge, a third space away from home or work. Nearly half of the drivers surveyed (49%) are more likely to view their vehicle as a third space, after home and work, compared to pre-pandemic times.

The car as a third space

The DTS survey reveals people are increasingly using their cars for more than just commuting and running errands. In fact, 36% of respondents cited “taking some time to get away alone” as a reason for spending time in their vehicle. This trend is particularly prevalent among Gen Z and Millennial car owners, with 65% and 63% respectively considering their vehicle as a third space.

This concept of a car as a third space means car owners are using their vehicles to destress and relax. Thirty percent of respondents have parked their car in a quiet location to recharge, while 29% have driven around without a specific destination just to clear their heads. Additionally, 26% have stayed in their car past arriving at their destination to relax before going into the house — often to finish listening to a song, audiobook chapter or podcast.

The growing significance of vehicle audio entertainment

As people spend more time in their vehicles for relaxation and alone time, in-car entertainment has become increasingly important. Audio entertainment is the most preferred option for 88% of respondents. In fact, 62% of consumers would not even consider buying a vehicle if it did not have an AM/FM radio. Among audio entertainment options, music ranks as the most essential, with 71% of respondents citing it as crucial to their driving experience.

Video is also popular, with 44% of respondents reporting they have watched videos in their parked cars, either to pass the time while waiting (58%) or to keep children entertained (38%).

Enhancing the third-space experience

As consumers increasingly view their vehicles as a third space, automakers have an opportunity to enhance the in-car experience by improving comfort, personalization and entertainment options. The survey found that making the inside of the vehicle more physically comfortable ranked as the top improvement for creating a better third space, closely followed by intuitive personalization, such as automatically adjusting seat position, lighting and temperature to the driver’s preferences.

Other desirable features include a system that can respond to verbal commands and offers as many entertainment choices on the vehicle’s infotainment system as a TV or mobile device. By incorporating these features, automakers can create a more immersive, efficient and productive third-space experience for their customers.

The future of personal vehicles

The DTS survey suggests that personal vehicle ownership is here to stay. Sixty-one percent of respondents believe that consumers will never give up their personal vehicles or, if it happens, it will be more than 10 years from now. Additionally, 61% expect their vehicle to eventually become an extension of their office or living room — a place to work, play and relax.

As technology advances, the potential for vehicles to seamlessly integrate with our digital ecosystems at home, work and on mobile devices becomes increasingly realistic. Automakers who embrace this trend and focus on enhancing the third-space experience will be well-positioned to maintain the relevance and appeal of personal vehicle ownership in the years to come.

To learn more about the evolving role of personal vehicles and the opportunities for automakers to enhance the in-car experience, read the full DTS report, Consumer Survey 2024: Vehicle Ownership, and Its Role as a ‘Third Space’, Alive, Well and Enduring.