Imagine asking your car to order pizza for pick-up, and it actually does it for you. That’s no sci-fi dream. A new study by SoundHound AI and research firm Big Village shows that in-car voice commerce could become a $35 billion annual opportunity for automakers, transforming your dashboard into a fully automated personal assistant.
Turning Your Car into a Curated Concierge
So, what is voice commerce? Think of it as the combination of ordering, payments, loyalty rewards, and navigation, all activated by voice commands built into your car’s infotainment system.
Want gas? “Hey, car, find gas.” Craving tacos? “Order me tacos near my next exit.” Need a service appointment? “Schedule an oil change.” It’s all hands-free, and already starting to happen.
The study shows 73% of U.S. drivers with in-car voice assistants would use such services. Among them, nearly half said they’d pay per transaction or via subscription. Another third said they’d be fine with hearing ads, and some even okay with sharing personal data. That’s a lot of people opening their wallets, or letting ads play, for convenience.
About 69% of potential new-car buyers said they’d choose a vehicle with voice commerce capabilities over one without. Plus, with loyalty in the auto industry running low (nearly half of drivers say they might switch brands, according to Statista), this technology offers manufacturers a way to stand out and keep drivers connected.
What Drivers Want to Use Voice For
Here’s a quick look at what respondents said they’d use voice commerce for:
- Food ordering, like coffee or dinner—76% said yes
- Maintenance scheduling, like oil changes—73%
- Paying for parking—71%
- Entertainment or event planning—59%
- Retail impulse purchases, like snacks or small goods—58%
Is This The Future?
For drivers, this technology could mean more convenience and less distraction. For automakers, it’s a chance to forge deeper relationships with customers, build loyalty, and add ongoing revenue beyond the sticker price.
SoundHound says it’s already working closely with top global automakers to pilot these systems, bringing what they call “multi-billion-dollar” opportunities to connect with drivers in new ways.
Voice commerce is poised to transform driving into a more connected, smarter experience. With millions of drivers ready for it — and automakers listening — the next wave of dashboard tech may feel less like a gadget and more like a built-in concierge.