The automotive display market has been expanding due to the combination of auto-mobiles and IT, and the role of displays comes to be more important by increasing demands for entertainment in a car in line with the development of self-driving car. The purpose of this study is to analyze the demand of the user regarding the location of display in smart car to improve user experience. For this study, the qualitative investigation through focus group interview was performed and based on this, the major issues related to the utilization of each location were deducted. In this study, the qualitative investigation is performed to analyze the motivation and needs of the user depending on the location of the display inside a vehicle. The FGI is performed as a qualitative investigation. This study is significant that the needs of the user regarding the location of the dis-play in smart car are deducted and future studies on appropriate utilization method of each location as well as contents are necessary.