Rear-facing is safest for as long as possible. In Europe, children are even able to be kept rear-facing till 4 or 5 but obviously, seats here would not accommodate this. The seat I have can rear-face till 12kgs (height permitting) and I'm planning to keep DD this way till we reach that point -- she is currently 18 months and around 10kgs so we will see how it goes. Its not as though she knows any other way, that's just how it is -- I can work around it to make her happy, safety is a lot less flexible imo. I made up a little 'handbag' for my DD (since she loves going through mine) with a wallet that has fake money, cards, some 'keys' etc etc so that keeps her occupied for car trips, your little one might not be old enough for that yet but the basic concept is saving something special for the car only, long trips I try to time for a nap.