The “intelligent cockpit” has been described as the “second brain” of the car. In the future，the development direction of automotive intelligent cockpit is intelligent human-vehicle interaction，which provides passengers with more efficient and convenient information operation and interaction mode. Cars have became mobile media terminals from means of transportation，and became an important “third space” for people besides work and family. The battlefield between traditional media and new media has shifted from the mobile phone screen and TV screen to the intelligent cockpit. In the future，the screen may disappear from the intelligent cockpit，or even directly realize the integration of human and vehicle in the form of brain waves. In the era of big data，traditional media traffic broadcast one to many traffic information release forms can not achieve personalized “private” services like intelligent cockpit and various traffic apps to meet the needs of different travelers. Too much reliance on third-party platforms makes traditional media face with three major challenges：insufficient audience resources，lack of data platforms，and lack of competitive data products. In the future，the traditional media should continue to maintain credibility，continuously expand the profit model，redefine the connection mode between people，vehicles and information，and strive to create a cross-media Internet ecological platform integrating information，services and entertainment，so as to climb the “highland” of intelligent cockpit as soon as possible.