Reports within this category cover a wide range of topics concerning the automotive industry. Individual products such as coaches, trucks and ambulances all feature, however many of the reports focus on the booming car industry of the mid-20th century. These documents highlight the motivations of some of the largest car manufacturers in the world as they competed for a share of the market. In 1957, for example, the Ford Motor Company commissioned a report entitled: A creative trend analysis of the low-priced small car field and of Ford's future role in this field.  

Documents also explored consumer attitudes towards various driving accessories, such as engines, batteries and vehicle interiors. Restoring emotional appeal to car interiors, for instance, was a research study of attitudes toward leather upholstery written for the Upholstery Leather Group. Perhaps one of the most interesting reports in the collection, however, touches on the subject of driver safety, which became a controversial topic in the 1960s with the arrival of Ralph Nader’s Unsafe at Any Speed on US bookshelves. In it Vader claimed that many automobiles were unsafe to drive, and this led to huge development in car safety features. (See: A creative analysis of advertising for the new Virginia safety driver's campaign for Nationwide Mutual Insurance Company).