Car Audio Outranks Engine Upgrades as Drivers' Top Vehicle Improvement, New DS18 Survey Finds

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Oct 22, 2026, 08:41 ET

In a national survey of 1,000 U.S. drivers, about 9 in 10 have stayed in a parked car to finish listening, and 72% have upgraded their audio or are open to it.

MIAMI, Oct. 22, 2026 /PRNewswire/ -- Ask drivers what they'd most like to improve about their vehicle, and the answer isn't horsepower. In a new survey of 1,000 U.S. drivers by automotive audio brand DS18, 27% chose their audio system, well ahead of engine and performance upgrades (15%) and more than any other option offered.

Interior improvements (8%), safety technology (7%), and wheels and tires (7%) trailed further behind. Another 24% said they wouldn't change a thing.

The importance of in-car audio is also reflected in drivers' everyday habits. More than 90% of respondents said they have stayed in a parked vehicle to finish listening to a song, podcast, audiobook, or radio segment, while 82% consider music or audio essential or very important to their driving experience.

By the numbers:

Satisfied vs Upgrading: 85% of drivers are satisfied with their factory-installed sound system. Separately, 72% have already upgraded their audio or are open to it: about three in ten have upgraded, 18% plan to within a year, and 25% may consider it eventually.
Speakers first: 46% would begin with speakers if upgrading in stages. A complete system came next (19%), followed by head units (13%), subwoofers (9%), and amplifiers (9%).
Clarity matters: Crystal-clear sound matters most to 45% of drivers, ahead of balanced sound (28%) and deep, powerful bass (18%). Better overall sound quality was also the top reason to upgrade (42%), versus 15% for more bass.
Moderate budgets: Nearly half (46%) expect to spend between $250 and $1,000 on their next upgrade. Another 21% expect to spend under $250, and 16% expect to spend more than $1,000.
Hands-on culture: About one in four have attended a car audio show or competition, and 12% have built or helped build a custom system.

"Most drivers are satisfied with their factory audio, and yet many still see room for improvement," said Jonathan Garber, eCommerce Director at DS18. "That tells us upgrades aren't always about fixing something that's broken. They're about creating a better listening experience, whether that means clearer sound, deeper bass, or a more immersive system."

Full results and an infographic are available in DS18's 2026 Car Audio Upgrade Survey: What 1 in 4 Drivers Want.

About the Survey
DS18 surveyed 1,000 U.S. drivers online through Pollfish in September 2026, with respondents from 48 states and the District of Columbia. Results are unweighted. Percentages are rounded to the nearest whole number and may not total 100%. Not all answer options are shown.

About DS18
DS18 is an audio equipment brand specializing in aftermarket sound systems for cars, trucks, Jeep vehicles, motorcycles, boats, and powersports vehicles. Its lineup includes speakers, subwoofers, amplifiers, and vehicle-specific audio solutions. Known for its "We like it LOUD" philosophy, DS18 helps enthusiasts upgrade their listening experience on the road, on the water, and beyond. Learn more at ds18.com.