It gets cool within a minute or so, it's just not terribly powerful. If it were mounted on the dash it would be perfect, no doubt. I have a deck across my rear cargo area (I have no back seats) so I put it on the deck there and point it towards me from behind . It cools me down some here in southern california desert. I got those straps from 4wd.com for my plastic windows to keep them from flapping, and they also hold them 1/4,1/2,and 3/4 of the way open. So anyway, there needs to be circulation or the swamp cooler builds too much humidity and turns the air blistering hot. It's a really good concept, it just needs to be flatter , elongated, and fit on the dash somehow. I need to try to position it there to get the best effect. Or I may just build my own and elongate it now that I have the pump assembly and innards for it.
They sell one for Ice cubes called the ice myster that probably would be better than this. I did not have the money to get it though.