12 Unexpected Features You'll Find in Today's Most Innovative Cars

3. Massage Seats with Custom Programs

Remember when “luxury seats” just meant leather upholstery? Not anymore. Today’s massaging seats have gone mainstream, and they can turn even the toughest commute into a rolling spa break. Some Lincolns, Mercedes-Benzes, and Genesis models offer massage features with multiple modes—think rolling, kneading, or even wave patterns—along with adjustable intensity and optional seat heating or cooling. Long drive ahead? Fire up a massage program and feel those mid-back knots loosen. Custom settings let both driver and passenger pick their favorites, and the effect is more than pampering—it helps reduce fatigue and keep your focus sharp. Spend an hour in rush-hour traffic and you’ll understand why having massage seats is a game-changer. It’s not a gimmick; it’s comfort you’ll wish every car offered once you experience it for yourself.

4. Biometric Keyless Entry and Start

It used to be that “keyless entry” just meant a remote fob. Now? Some cars ditch keys entirely—just scan your fingerprint or let a camera recognize your face to unlock and start the engine. Hyundai and Genesis are at the forefront, but BMW and others have dabbled in fingerprint ignition for the ultimate convenience. What’s the appeal? Beyond the spy-movie vibe, biometric systems mean only authorized users can drive, and no more frantic pocket searches for lost keys. Some systems even load your favorite seat position, radio preset, and climate control the moment you get in. It’s a new level of personalization that feels like your car instantly recognizes you—and only you. As more mainstream brands adopt these security-first features, expect them to spread across showrooms soon.