The automotive industry is going through a massive transformation sparked by integrating emergingtechnologies within cars, such as automation and digital connectivity. These technologies were among theenablers of in-vehicle digital services. These services are deployed in the in-vehicle infotainment (IVI)system. While current IVI systems prioritize driver safety, they often overlook the needs of passengers forimmersive entertainment experiences. This oversight becomes especially critical as OEM companiestransition to level 4 autonomous cars, where driver distraction is no longer problematic. Therefore, thisthesis explores how automotive companies in Sweden will adapt their infotainment services when shifting tolevel 4 autonomous cars. An interpretive qualitative study is conducted with Polestar employees. Two mainthemes emerge 1) Current state of Digital Services in IVI Systems and 2) Future Directions of DigitalServices in IVI Systems within Level 4 Autonomous Vehicles. Findings highlight challenges faced by appdevelopers, adoption criteria for new technology, and strategies for future-proofing IVI digital services.Implications are discussed, and future directions of IVI digital services are proposed in the discussionsection. Finally, the manuscript concludes with suggestions for limitations and future research, inviting theaudience to contribute to the ongoing discourse.