For many Americans, time spent in the car is also time spent listening—to favorite playlists, breaking news, podcasts, and audiobooks. A new DS18 survey reveals that drivers are placing more value on their in-vehicle sound experience, with car audio emerging as the most requested vehicle upgrade.
DS18 surveyed 1,000 U.S. drivers for its 2026 American Driving Experience Report. The findings show that 26.8% of respondents would choose to improve their vehicle’s audio system over other upgrade options. Nearly a quarter of drivers said they are happy with their vehicles as they are, but even more identified audio as the area they would change first.
The connection drivers have with sound is clear: more than 90% reported sitting in their vehicle after arriving at their destination so they could finish a song, show, or podcast. Meanwhile, 72% said they have already upgraded their audio system, plan to upgrade, or may do so someday.
Speakers were the top choice for a future upgrade, followed by complete sound systems, head units, subwoofers, and amplifiers. With many drivers budgeting between $250 and $1,000 for improved audio, the report shows that premium sound is becoming a practical and popular investment.
Explore the complete survey and discover what today’s drivers want from their sound systems: https://ds18.com/blogs/blog/2026-car-audio-upgrade-survey-what-1-in-4-drivers-want
