News that General Motors (GM) are dropping the use of Apple Car Play and Android Auto in all cars from 2028 has moved the discussion about who controls the in-car experience up a notch. The U.S. car maker’s decision to shift to its own integrated software — albeit powered by Google’s Android Automotive OS — will allow them to create their own “software-defined platform” and remove car mirroring from vehicles. While GM has already begun monetising their in-cabin features, this move represents a significant shift in the control of the in-car experience. It will bring with it an increase in safety measures, deliver a more unified user experience and leverage the value of connectivity to drive greater opportunities.
Speaking at Automotive USA this week in Detroit, Frank Weith, Director of Connected & Mobility Services at Volkswagen of America, said the move is indicative of where the industry is heading:
It’s an evolution of the way the technology is going, moving from a broad end device to an embedded system. I firmly believe embedded systems are just going to get better and better and continue to evolve and become the core differentiator for all the different vehicles.
GM’s announcement follows the launch of Apple’s CarPlay Ultra earlier this year. Building on the existing CarPlay offering, CarPlay Ultra will give Apple an even greater foothold in the car, allowing them to control not only the user interface (like CarPlay) but crucially other critical functions through which they would gain access to key vehicle and user date. For OEMs creation of their own in-house platform would ensure they retain this information and, in turn, brand control and monetisation opportunities
The demand for in-car digital-first experiences
For automakers the need to harness the in-car experience is a crucial one, offering long term monetisation opportunities. With over 470 million connected cars estimated to be on the road today — each capable of generating up to 25GB of data every hour — drivers increasingly expect seamless digital experiences. In fact,1 in 4 are already paying for connected services, and nearly half of premium car owners are willing to unlock extra features after purchase.
In this climate, connected services have become a key brand differentiator. A McKinsey survey in 2024 revealed that 49% of U.S. car buyers and 55% in Germany would switch brands for superior connected services. As the software-defined vehicle market moves towards a projected $650 billion in value by 2030 (Boston Consulting Group), OEMs that deliver on connected expectations will define the future of mobility.
How managing regional differences can help OEMs own the in-car experience
GM’s decision to use it’s own embedded in-car platform is a turning point in how OEMs harness the in-car experience. However, in order for them to truly maximise the monetisation opportunities of the car they need to be able to navigate regional differences at scale. For automakers the ability to tailor the cabin journey to local preferences, regulations and payment ecosystems while still retaining global consistency is vital. It’s an important consideration for OEMs if they drive brand differentiation, personalisation and monetisation in the vehicle according to Paul McCarthy, Cubic3’s Head of Product for Connected Services.
Consumer willingness to pay for vehicle subscriptions varies dramatically by region. Our Consumer and OEM survey found that over 51% of American consumers are willing to purchase OEM subscriptions. This is higher than European consumers who show less acceptance and expect lower price points. This means OEMs need to adapt their monetisation strategies based on regional market characteristics and consumer expectations.
For OEMs, the ability to be able to adapt content, pricing, language and services to each market, means they can deliver a country-specific, frictionless experience. They are able to deliver services and experiences that not only respect regional data privacy laws and licensing requirements but also meet the consumer expectations of that region. This region-first approach also means that maps, voice assistants, entertainment and vehicle services feel native to the particular country the car is in and this, in turn, drives higher customer adoption and loyalty.
One unified global platform can help OEMs navigate these regional differences by handling local entitlements, regional wallets and data rules at scale. In addition over-the-air (OTA) updates and compliance with regional regulations, can be rolled out seamlessly across markets, while regionally appropriate payment methods and content are delivered through a single point.
The result?
A consistent OEM-branded in-car experience that can adapt to local conditions. For OEMs this enables faster time-to-market, safer monetisation and a stronger, more personalised connection with drivers, no matter where they are in the world.
To learn more about how you can own the connected car experience, read our DriverConnect3 eBook.
