The modern car is an excellent example of a deployed and widely used ubiquitous computing environment that allows IS researchers to actively participate and evaluate applications in this emerging area from a social as well as technical perspective. An action research project with members from the automotive industry, systems integration, and research have designed, developed, tested, and evaluated the impact of a context-aware entertainment application aimed at increasing the interaction between passengers and driver. This is a clear separation from the traditional, not only as the effort is collaborative in an industry known for its conservative and secretive in-house research and development, but also since the current innovation trend in the area is toward automating as much of the driving task as possible while supplying entertainment services to keep passengers quietly occupied. Our findings indicate that an approach where in-car entertainment applications instead are designed to create more interaction may provide new and powerful incentives for enjoyment, marketability, economically and environmentally sound driving, as well as safer driving.