Cars are no longer simply a means of transportation — they’re rapidly becoming an immersive and mobile entertainment space for consumers. However, this shift raises critical questions for dealers: How can dealers position themselves as trusted tech guides to deliver value, emotional engagement, and, most importantly, a safe driving experience for their customers?
At Wards AutoTech 2025, a panel consisting of several automotive stakeholders and manufacturers titled “Elevating the In-Car Entertainment Experience” explored the topic. The insightful discussion made it abundantly clear that dealers are at the heart of driving this technological movement forward successfully.
“You find that customers are increasingly saying, ‘Wow, I had no idea my car could do that,'” Alex Blouin, connected products partnership lead at Ford, said.
If customers aren’t aware of the features their vehicle has, it undermines the technology’s return on investment (ROI). Dealers can effectively tap into this by showcasing the vehicle’s features in the showroom to surprise and delight the customers. One OEM panelist found that highlighting karaoke features during sales interactions resonated strongly with families, creating a memorable and emotional moment that supported the sale.
Still, emotional appeal alone isn’t enough. One of the most critical aspects is ensuring that the technology is both simple and safe. The tech must be easy to use and responsive to limit driver distractions. In addition, if the technology isn’t easy to navigate or intuitive, it can cause driver frustration, potentially alienating customers.
Dealers also play a unique role in educating buyers on the differences between embedded systems and smartphone integrations. Both platforms are essential, and many OEMs are adopting a dual approach by offering both embedded infotainment and seamless access to systems like Apple CarPlay and Android Auto.
Connectivity is an additional critical aspect of this shift. Providers like T-Mobile are investing in streaming, cloud gaming and satellite access to keep cars online in all conditions. But with that rise comes another challenge: subscription fatigue. Customers are increasingly resistant to paywalls for every new feature. As a result, OEMs and tech partners are beginning to explore value-based pricing models and bundled services to drive engagement without overwhelming the user.
However, the most prominent opportunity lies in software-defined vehicles and over-the-air updates. These technologies enable vehicles to continually improve over time, even years after they leave the lot. This opens new doors for dealers, particularly in certified pre-owned sales, loyalty programs and long-term customer relationships.
In-vehicle technology is no longer a bonus feature; it’s the key to delivering long-term value to customers. Dealers who prioritize embracing their role as tech advocates can enhance customer loyalty, customer satisfaction and revenue throughout the vehicle’s lifecycle.
