The automotive industry is rapidly evolving toward software-defined, cloud-connected experiences, yet in-car infotainment often remains limited to the head unit, primarily focused on driving and safety. However, the rise of multi-device ecosystems presents a transformative opportunity: extending entertainment, productivity, and interactivity beyond the dashboard. This presentation explores how automakers can enhance user engagement by leveraging cross-device, app-driven experiences that seamlessly integrate with passengers’ digital lifestyles. We’ll highlight: Expanding the in-car app ecosystem – Moving beyond passive infotainment to interactive, multi-user experiences that enhance entertainment, communication, and collaboration. The adoption rate of apps installed on the HU is limited, as the driver is often focused on navigation and media apps. However, enabling access for other users through an optimized UI can dramatically shift engagement and create a new interactive ecosystem. Bridging screens for immersive engagement – Enabling passengers to interact with journey data, engage in multiplayer gaming using their phones as controllers, and share media across multiple devices for a home-like experience in the car. Maximizing BYOD potential – Unlocking new use cases such as remote media control, screen mirroring, and productivity tools that create fresh opportunities within existing app ecosystems. Turning the car into a connected hub – Unifying multiple personal devices with the vehicle to create a cohesive, interactive experience that enhances both entertainment and functional use cases.