To deliver the content and services consumers want, not just in the automotive industry, but on other devices, including tablets and smartphones, manufacturers have resorted to a bewildering array of different technologies. HTML5 is a non-proprietary and widely adopted standard that is already proving its worth in a wide range of implementations. If anything can help automakers deliver what their customers want in their in-vehicle infotainment systems at reasonable cost today and tomorrow, that something is HTML5.