The concept of car ownership may be losing its luster for some people, but advances in technology are making it more appealing to others. How are brand innovations helping to turn functional vehicles into a ‘third living space’? And how will drivers and passengers be entertained in the future?

Driving to work has never been considered a joyful part of the day, but for game-loving Americans this may be about to change. Drivetime’s mobile-based, voice-led offer invites the bored and frustrated to stay entertained and engaged during their daily commute to and from the office.

Secret Cinema has teamed up with Häagen-Dazs and Goodwood to create a drive-in cinema experience fit for the social distancing era. With people cautious of cost and safety, the right brand partnerships could be a key way to reassure people in this evolution of the experience economy.

With restrictions on retail lifting, some sectors are seeing a rise in sales – including the motor industry. As many Britons shun public transport altogether, there’s growing interest in cars to get from A to B instead, not least because the promise of a mobile cocoon can allay hygiene fears.