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Researchers and designers of in-vehicle interactions and interfaces currently have to choose between performing evaluation and human factors experiments in laboratory driving simulators or on-road experiments. To enjoy the benefit of customizable course design in controlled experiments with the immediacy and rich sensations of on-road driving, we have developed a new method and tools to enable VR driving simulation in a vehicle as it travels on a road. In this paper, we describe how the cost-effective and flexible implementation of this platform allows for rapid prototyping. A preliminary pilot test (N = 6), centered on an autonomous driving scenario, yields promising results, illustrating proof of concept and indicating that a basic implementation of the system can invoke genuine responses from test participants.