One in 10 Brits first said "I Love You" in a car, as research reveals cars as a backdrop for British relationships

New research from insurer, Aviva, reveals the emotional significance that cars can hold in our biggest life milestones, including our relationships. In a survey of 4,000 UK adults, one in seven (13%) say their first kiss took place in a car, while one in ten (10%) have said or heard “I love you” for the first time. But not all emotional milestones are happy ones, with nearly one in ten (9%) experiencing a breakup in a motor vehicle^[1].

For some, their car has also been the setting for life-changing milestones. While one in seven (13%) say they’ve made big life decisions, one in 25 (4%) have asked a partner to move in and 3% have proposed or been proposed to while in a car.

These mobile moments of connection reflect how cars are often more than just a mode of transport and can be spaces where life’s biggest milestones unfold. More than three quarters (78%) of those surveyed say they have experienced important life events inside a car^[4], with more than a quarter (28%) having attended a wedding, graduation, or major family event by car, while 27% have used their vehicle to move to a new home^[1].

Cars can also mark the start of parenthood, with 27% recalling the special moment of bringing a baby home from the hospital. Beyond physical journeys, vehicles may serve as emotional spaces too, as more than a quarter (27%) have had emotional conversations and 23% have navigated deep heart-to-heart discussions inside their car. More than one in five (21%) reflected on being in the car with a loved one, who has since passed away.

Martin Smith, motor claims manager at Aviva, said: “Our research shows cars can play a major role in people’s lives. Whether it’s heart-to-hearts on long drives, visits to see loved ones, or even pivotal relationship moments like proposals or breakups, the car becomes a space where real life happens.

From emotional chats to shared experiences, it’s clear that cars carry more than just people, they carry special memories too.”

Connected to cars

With so many meaningful conversations and life events taking place in the car, it’s no surprise that nearly one in five car owners (19%) say their motor reminds them of important life moments and almost one in six (14%) feel emotionally attached to one or more of their previous vehicles.

As part of this campaign, Aviva gathered stories from individuals who’ve shared some of their most emotional milestones. These include stories of marriage proposals, partners meeting at service stations and women giving birth in their car.

One woman shares, “I couldn’t stop crying – it felt like a whole new phase in our lives.

“I live on a farm in Buckinghamshire, so dropping my daughter off for the first time at university in Newcastle was incredibly emotional. It was the first time she’d been away from home for any real length of time, and it hit me hard. My ex-husband was driving, and I cried nearly the whole way home. It felt like the end of an era and the beginning of something new. Not just for her but for us as a family too.”

Read the full Miles of Memories research.

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References

^1. _{The research was conducted by Censuswide, among a sample of 4,000 nationally representative respondents. The data was collected between 07.02.2025 - 12.02.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. [↑]}

^2. _{Combines ‘Strongly agree’ and ‘Somewhat agree’ answer options. [↑]}

^3. _{Combines ‘Strongly agree’ and ‘Somewhat agree’ for respondents who/whose household owns a car [↑]}

^4. _{Inverse of ‘I have not experienced any major life events in my/a car’ [↑]}

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