The launch of Apple’s CarPlay Ultra this summer is the latest occurence in a decade long push and pull battle between carmakers and tech companies for control of the in-car experience.
Big tech first began encroaching on the in-car space in 2014, with the initial launch of Apple CarPlay and Android Auto. Since then, there have been many collaborations between car brands and technology companies. These partnerships, borne out of the need for automakers to deliver digital services and tech giants seeing the car as the “next screen,” have been necessary but not always easy alliances.
Currently, Google Android Automotive OS is embedded into many brands, delivering the car’s operating system for infotainment and other vehicles systems but it’s the arrival of Apple’s Car Play Ultra this year that has really sparked concerns. It’s ability to control not just the user interface but other cluster and critical functions in the car, means Apple will have access to vehicle and user data. This is a major threat to automakers revenue, brand equity, and control of the OEM in-car services and broader connected car monetisation opportunities.
As we near the end of 2025, automakers are waking up to a hard truth: they’re rapidly losing control of the most important space in modern mobility — the connected cabin.
The real battleground is user experience
As vehicles become software-defined and geared towards SDV monetisation, the cabin is no longer just about infotainment — it’s about brand, data, engagement and revenue. But with platforms like Apple CarPlay and Android Auto edging in, OEMs are losing control of the connected car experience to companies whose business model is to own customer relationships. This loss of control comes at a high cost: if Big Tech owns the interface, their brand has a foothold in the car the enabling them to define the digital experience and ultimately capture the lion’s share of in-car service monetisation opportunities. That’s a threat no automaker can afford to ignore.
How complexity is killing innovation
Yet taking back control isn’t simple. Many OEMs still wrestle with fragmented, region-specific telecom integrations for delivering connected car services. This means launching, scaling and managing services across markets is riddled with operational headaches and inconsistent user experiences.
Consumers’ low tolerance for complex sign up processes is also a crucial factor. OEMs — less experienced in software development — are battling companies that have made their names excelling at customer interaction.
Finally rising connectivity costs are straining OEMs budgets. This means maximising the cabin experience is even more important. Companies can offset costs while also enabling car makers to drive revenue now and in the future.
Take control of in-car service monetisation
In-order-to circumvent these issues, automakers need a single, unified platform. This will simplify how they manage and enable connected car services across global markets and ensure they keep a tight rein on the in-cabin experience,
Through one unified interface, the friction of dealing with multiple mobile network operators and legacy onboarding systems is avoided. It means automakers can launch and scale connectivity in cars faster, more efficiently and with full control over the in-car experience.
But it’s more than that – this is their chance to reclaim control of the digital cabin and reconnect with end users. A streamlined experience means drivers are more inclined to engage with OEM in-car services. Easy sign-up and no multi-account requirements mean greater service adoption by customers and greater connected car monetisation opportunities for OEMs.
It has a knock-on effect on innovation too. Knowing that the customer journey is being managed well frees automakers up to focus on delivering more personalised OEM in-car services for their users. Being able to differentiate your brand with value-added in-car connectivity offerings, will give OEMs the power to match Big Tech every step of the way and accelerate in-car service monetisation.
Cracking down on Big Tech
The auto industry sits at a crossroads. One road lead to dependency — where Big Tech dictates the digital experience, captures customer loyalty and monetises interactions in your vehicles. The other leads to differentiation — where you control the connectivity stack, own the relationship and define the value exchange.
Automakers like Volkswagen, BMW, and Mercedez-Benz are already investing in joint software alliances to fight back against Big Tech dominance. But true independence requires more than a shared OS — it demands tools like DriverConnect3 that give you practical, scalable control today, empowering SDV monestisation across markets.
There’s a better way
DriverConnect3 was built to address the challenges OEMs face every day: managing multiple markets, streamlining activations and delivering consistent experiences. It’s already helping global OEMs improve service adoption, reduce time-to-market and boost customer retention through enhanced in-car connectivity.
Want to see how DriverConnect3 can help you simplify global service management, reclaim the user experience and unlock new revenue opportunities through connected car monetisation? View our demo today.
