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UPDATE

Yesterday my son picked up a kid oriented graphic novel that we had read together and started reading it on his own! I posted this question to SE the day prior to that so I didn't have time to implement any of the ideas in this thread. So I guess maybe I was doing something right all along!

Regarding the school commute, I think I am going to mix things up a bit. I'm going to give him English language books that I know he enjoys (rather giving him books in his first language that I have no idea if he likes or not; I suppose that it is wrong to assume that a child should begin reading on his own using books in his native tongue). I'm also going to try playing educational English language podcasts in the car like Brains On! and Wow in the World. The rule was previously that the Leap Pad could only be played in the car for longish trips (maybe over 30 minutes). Maybe I'll extend that to one hour.

NOTE: While I appreciate the numerous comments and responses on fostering a love of reading, very little has been said about the use of electronic media. If I allow him to use the electronic media in the car and allow him to choose his time freely he will most definitely not be reading.

In response to comments below:

Regarding book selection: the books I gave him to read are not English books and were picked out by my wife (the language they are in is not my native tongue). Honestly, I haven't really looked at them. He is interested in bugs, trains, cars, and, superheros. I purchased some train themed comic books in his first language but was chastised by my wife because I guess that she thought that they were too difficult? Anyhow, he didn't really look at them. I feel more confident picking out English language books. Maybe giving him non-English books to read in the car was a mistake. I purchased a set of Batman and Superman I Can Read books so we will see how that goes.

Regarding book selection: the books I gave him to read are not English books and were picked out by my wife (the language they are in is not my native tongue). Honestly, I haven't really looked at them. He is interested in bugs, trains, cars, and, superheros. I purchased some train themed comic books in his first language but was chastised by my wife because I guess that she thought that they were too difficult? Anyhow, he didn't really look at them. I feel more confident picking out English language books. Maybe giving him non-English books to read in the car was a mistake. I have been assuming that he should be a better reader in his native language and that he is not yet ready to read English books on his own but I am probably wrong. I purchased a set of Batman and Superman I Can Read books so we will see how that goes.