Study reveals automakers failing to align connected vehicle services with consumer expectations
Press Release, 7 October 2025
A new study from Escalent, titled 2025 Connectivity Forward™ Brand Alignment, highlights a growing gap between what automakers are offering through connected vehicle services and what consumers actually value. As cars become increasingly digital, consumers now expect their vehicles to act as extensions of their smartphones—seamlessly integrated, personalized, and convenient. Yet, according to the research, most automakers are struggling to convert this demand into sustainable business models.
“While the industry continues to chase subscription-based revenue opportunities, real-world adoption remains sluggish,” said K.C. Boyce, Vice President at Escalent. “The current disconnect stems from OEMs pushing features that don’t match what drivers find useful or are willing to pay for.” The study identifies safety, security, maintenance, and entertainment as the most in-demand connected services, with over 75% of respondents indicating interest in features like automatic crash detection, emergency roadside assistance, lane-keeping aid, and autobraking. These, Escalent notes, represent the most reliable monetization path for the mass market.
Interestingly, high-value but niche services such as automated driving, productivity tools, and concierge services showed smaller but more dedicated customer segments willing to pay premium prices—automated driving, for instance, drew willingness-to-pay figures more than double those of safety features. In contrast, services like navigation, remote control, and personalization, while popular, are now seen as standard expectations rather than premium add-ons, meaning buyers are less likely to pay extra for them.
Ben Lundin, Insights Director at Escalent, explained that automakers must rethink their strategies around real consumer priorities. “Drivers want innovation and convenience that adds tangible value, not just digital versions of existing features,” he said. Escalent’s findings make it clear: to succeed in the connected vehicle era, automakers must balance essential, value-driven services with targeted premium offerings that truly enhance the driving experience.
