DS doesn't like the car for more than about 10 mins either (and we've got a mobile, a playgro tie-on toy, 2 lamaze toys & a mirror on the headrest! - each of which work for a short space of time). But if I'm going to be driving for a while, I try to go when he is REALLY tired. Then I put him in the seat & pat him to sleep before we leave (sometimes I tuck in a muslin wrap over him & the harness to make him feel more secure). Although it can take 5-10min for him to go to sleep before we leave, at least I know I can drive in peace for 40 mins.