Head-up display (HUD) systems are systems that present data on a transparent display without requiring the user of the system to look away from their viewpoints. Although, HUD systems are not a new technology, as they have been initially developed in 1950s for military aircrafts, the last decade are also used in the automotive industry. Automotive HUD compliments the driver's visual information as it projects important driving information onto the driver’s windshield. The aim of the automotive HUD system is to provide information and assure the safety of the vehicle, however research studies show that it is sometimes considered a distraction for the drivers. Therefore, the purpose of this master’s thesis research is to explore and improve the understanding of the interaction between the car driver and the automotive Head-Up Display system. Further, the master’s thesis explores the suggestions of car drivers in order to improve their interaction with the automotive HUD system. For this, an interpretive qualitative focused-ethnographic research was conducted. The data was collected through passive observation and individual semi-structured face-to-face interviews with six purposively selected research participants-drivers of cars equipped with HUD system The collected data was analysed thematically to conclude to six themes, which represent the research findings. These research findings were discussed with the help of the theoretical framework, which included main concepts from the human-computer interaction body of research, including User-Centred Design. The research findings show that the participants receive visual information via the graphical interface of the HUD system and, at the same time, use the button interface on the steering wheel, and the touch screen on the centre console for input operations. The participants although overall satisfied by the interaction with the graphical interface, they experience some challenges. The findings show that the participants experience negative effects when disturbed by bright light, or misunderstood the information presented by the HUD system. However, most participants, especially those that are novice drivers, experience difficulties during their interactions regarding the input-based. Thus, the research contributes to the existing body of knowledge of the informatics research field and, in particular, the human-computer interaction body of research by providing insights regarding in-vehicle information systems and their interaction with the driver. The research also contributes to designers, developers, technology companies, and other interested stakeholders by offering insights and suggestions regarding the in-vehicle information systems based on a more user-centered design approach.