The Software-Defined Vehicle Has an AI Opportunity—and a Value Gap to Close

New TechInsights research shows AI subscription uptake in software‑defined vehicles is limited less by price than by consumers’ perceived value gap.

The transition to software-defined vehicles is creating new recurring revenue opportunities for OEMs—but monetizing AI features is proving harder than deploying them. New TechInsights research across 5,554 consumers in China, North America, and Western Europe reveals that the biggest barrier to payment isn't price resistance—it's a value gap. Consumers who won't pay largely can't see why they would. Closing that gap requires more than competitive pricing; it requires a more compelling case for why AI belongs in the vehicle subscription model.