Analysis: Paying for the Software-Defined Vehicle—Consumer Willingness to Pay for Automotive Software and Subscriptions

Report assesses subscription revenue in software‑defined vehicles, analyzing consumer willingness to pay by age, region, attitudes, and features.

The transition to software-defined vehicles is opening up a new potential recurring revenue source for OEMs, with subscription-based services adding new conveniences and capabilities. However, consumers are not altogether convinced of the value proposition of paying for features or services on an ongoing basis that they believe should be included in the vehicle purchase price. This report looks at consumer willingness to pay by age, region, attitudinal segment, and feature.