Throughout its history, the automobile has served the utilitarian purpose of transportation quite well. However, until recently, vehicle occupants have had little else to do while proceeding from point "A'' to point "B.'' The phenomenal improvements in computing and communication technologies promise to evolve the driving experience. Like never before, new opportunities to make driving more efficient and engaging are becoming available. The challenge will be to develop the right combination of technology, safety, design and user interface that creates a product popular with customers.