My DD was another who hated the car with a passion! She started at about 8 week and would cry and scream unless someone was in the back with her. We tried mirrors and cardboard stars hanging from the roof and toys etc etc and it did ease a little. Unfortunately for us she still hates it. On a good day we can go about 1 hour and 10 minutes from home without to much bother, on a bad day 30 minutes max and she is tantruming (shes 2 now). I do hope your friends bub settles, it is awful and it has caused many tears and meltdowns here . FWIW turning DDs seat did nothing to alter the situation either- I turned it at 14months.