Asger Risom
A scene on Madrid’s M30 highlights the issue: a driver drifting between lanes, not due to alcohol or fatigue—but scrolling through TikTok. It’s no longer a rare sight, as in-car mobile use becomes disturbingly common.
A scene on Madrid’s M30 highlights the issue: a driver drifting between lanes, not due to alcohol or fatigue—but scrolling through TikTok. It’s no longer a rare sight, as in-car mobile use becomes disturbingly common.
Infotainment Meets Social Media
Car brands are now embedding apps like TikTok directly into infotainment systems. Mercedes led the way in 2023, allowing users to like, comment, and scroll with ease—all while seated behind the wheel.
Safety Rules, But Flexibility Wins
Though laws prohibit driver distraction, automakers have gradually loosened restrictions, especially with voice commands and passenger inputs. Many systems now allow navigation entry or device pairing even on the move.
Distraction on the Rise
A 2019 study by BP, Castrol, and RACE showed alarming habits: 20% of drivers admitted using WhatsApp behind the wheel, while 12% were taking selfies or browsing social media. The numbers are likely far higher today.
The Autonomous Loophole
Mercedes now markets Level 3 automated driving in Germany, letting drivers legally take their eyes off the road up to 95km/h. This enables activities like video calls or even watching TV—redefining what’s “legal” behind the wheel.
A New Digital Battleground
Brands like Nissan are already testing platforms like “Ambitious Time” to learn how drivers want to spend time in autonomous mode. From productivity to entertainment, the car is becoming a new screen to conquer.
From Control to Catch-Up
Legacy carmakers are scrambling to regain control of in-car digital data, which users now funnel through phones. Unlike the aviation industry, they can’t ban third-party platforms—so they’re starting to integrate them instead.
The Attention Economy Hits the Road
As screen time moves from sofa to steering wheel, the battle for driver attention intensifies. Whether it’s social feeds or spreadsheets, the car is no longer just for driving—and focus behind the wheel may never be the same.
