The in-vehicle interactive display has become an indispensable component of automobile design and is regarded as one of the primary scenarios for automotive interaction. However, drivers exhibit significant differences in their attitudes toward using in-vehicle interactive displays and their interaction experiences, which affect their willingness to adopt these systems. This study integrates the Technology Acceptance Model (TAM) and the Experiential Value Theory (EVT) to construct a hybrid model for understanding users’ willingness to use in-vehicle interactive displays. An online survey and empirical analysis were conducted in China, collecting data from 519 drivers. The findings indicate that perceived usefulness and perceived ease of use from the TAM, along with experiential values such as efficiency, service, intrinsic enjoyment, visual appeal, and entertainment value, all positively influence users’ willingness to use in-vehicle interactive displays. These results provide significant insights into understanding user attitudes toward the technology and their interaction experiences. Furthermore, they offer practical guidance for automotive interaction designers on leveraging theoretical foundations in their designs.