The U.S. broadcast industry is getting a fresh look at the way radio stations are displayed in top-selling cars.
Quu Inc. has released its 2025 In-Vehicle Visuals Report. This is the second year in which the technology company has conducted a study of dashboards in the top 100 best-selling car models in the United States.
A key finding is that 74% of the models surveyed are “audio-forward,” which means the operating system has an audio/media button that generally defaults to the audio source last played. By contrast, about 26% of new models are “radio-forward,” meaning they open to a radio screen at startup or provide a dedicated radio button. That’s down from 36% a year ago.
“AM/FM radio’s focus on earning the ‘last touch’ is really important,” said CEO Steve Newberry in a press release.
“By looking good and delivering the compelling local content only radio can provide, we can strengthen our position in the dashboard and the lives of listeners.”
Every car model in the study has FM radio reception, and 98% have AM radio. But the mirroring platforms Android Auto and Apple CarPlay are right behind, as is SiriusXM, while built-in streaming apps are becoming more common.
Quu drew six conclusions from this research:
1 -Most new models default to the last audio source played — It said the digital dash is reshaping how drivers and passengers experience audio. “Stations should aim to be the last touch.”
2- AM/FM radio is still ubiquitous but harder to find and use in vehicles — As noted, dedicated radio buttons were found in only 26% of the cars, a drop from 36% last year. “Modern infotainment systems bury AM/FM radio in menus.”
3- The digital dashboard is packed with more audio choices — “AM/FM radio is not competing with itself,” the authors found, arguing that radio needs to stay top of mind when personalized streaming, audiobooks and podcasts are so readily accessible.
4- Carmakers are doubling down on built-in streaming apps — Adoption of sources like Spotify, Amazon Music and TuneIn nearly doubled since last year. “U.S. automakers are prioritizing streaming over traditional radio,” Quu wrote.
5- Two out of three new models are HD-equipped — The report argues that HD Radio gives stations a competitive advantage but that they need to take advantage of it. “Better sound, album art, and on-screen content make AM/FM radio more engaging.”
6- All new vehicles can display text. More than half can show images — “A station’s in-dash appearance is an essential brand extension,” the report concludes. “Implementation is no longer optional.”
To gather the data, a Quu researcher sat in the vehicles at various dealerships. Quu then created a website that lists its findings for each of those 100 vehicle models and provides images of the dashboards that the researcher looked at.
The data is available at QuuReport.com. Quu also will discuss the findings in a webinar scheduled for Wednesday (register here). And a pending Radio World ebook will explore the report in more detail.
