Get back pain while driving to work every day.
Many traditional lumbar rolls are too big for the car with the natural contour of the car seat. The issue is not enough support without a lumbar roll and too much with a McKenzie D roll (excellent for the office though).
A therapod insert is a great option in a lot of cars and will cost around $130, which is not cheap but worth while if you do enough driving on a regular basis.

http://www.backcare.com.au/product/therapod-std-back-insert/