The advents of disruptive technologies including AI, voice, and mixed reality have introduced a futuristic vision to the smart vehicle experience. Automobile makers and retailers both are trying to capitalize on new high-tech solutions to revamp the in-vehicle experience for both drivers and passengers. Such technology solutions are also helping mobility service providers to gain an edge over others in a highly competitive market. As the passenger experience becomes a top priority for companies, autonomous vehicles may evolve into hubs for immersive entertainment and new channels for retail. The auto companies are accelerating in-car experience while looking forward to optimizing across all facets of the car journey ensuring passenger safety and vehicle security.