Strategy Analytics surveyed consumers in the US, Western Europe, and China with regards to their interest and willingness to pay for an in-vehicle premium audio system. Consumers in Western markets were also asked about their perception of 16 different premium audio brands. Premium in-car audio remains valuable for consumers overall, despite the fact that interest has slipped in one key Western market. Bose remains the most preferred audio brand in all markets, though at least 5 other brands are viable competitors. Changing media consumption habits in the car could spell opportunity for savvy stakeholders.