The study, which surveyed 8,000 consumers across the U.S., U.K., Germany, and Japan, as well as 60 global automotive executives, found that while adoption of digital subscriptions is still in its early days, signs point to growing enthusiasm—particularly among younger, tech-savvy drivers. About 25% of consumers have already paid for such services, a figure that jumps to 44% among drivers aged 18 to 24.
“Until recently, buying a car was a one-and-done transaction,” said David Kelly, Chief Corporate Officer at Cubic³. “But the market is shifting. Digital natives are increasingly comfortable with ongoing subscriptions, and automakers must meet them there.”
Forecasts from Boston Consulting Group estimate the SDV market could be worth more than $650 billion by 2030. For that to happen, however, automakers must not only create compelling services—ranging from predictive maintenance to autonomous driving—but also overcome consumer skepticism, particularly around cost, data privacy, and control.
A Price Gap and a Trust Gap
While automakers estimate consumers are willing to pay around $11 per month for digital services, drivers peg the number closer to $7.70—a 30% discrepancy. Willingness to pay also varies by region, with Americans proving the most open to subscriptions, at an average of $8.52 per month.
Consumers were most interested in “vehicle-based” services, like autonomous driving (51%), followed by entertainment and connectivity (40%) and maintenance alerts (39%).
Safety Technology: A Dividing Line
Consumers do appear to prioritize maintenance and safety when it’s framed in terms of cost and convenience. Two-thirds of drivers say they act quickly on recall notices, and nearly half would seek repairs within a week of seeing a dashboard warning light. That makes over-the-air software updates—a growing capability in SDVs—a key area of opportunity.
As cars become increasingly connected, consumers are drawing a hard line on how their data is used—particularly when it comes to profit. A recent survey finds that 44 percent of drivers oppose automakers selling personal driving data to third parties as a revenue stream. Only 26 percent approve of the practice, while another 24 percent remain undecided.
Automakers, for now, appear cautious: fewer than one in five are currently engaged in selling driver data. But the issue is nuanced. In Japan, only 26 percent of consumers disapprove of data-sharing, making them the least resistant globally. In contrast, Americans express the strongest opposition, with half saying that manufacturers should not be allowed to commercialize their data.
For automakers, the message is clear: consumer trust may increasingly hinge on data ethics. As regulatory scrutiny intensifies and digital ecosystems expand, carmakers will need to navigate a web of legal, ethical, and public perception challenges. In the meantime, privacy protections could emerge as a key differentiator in a crowded marketplace.
Safety Technology: Promise and Pushback
Consumers may be cautious about data sales, but they remain largely supportive of safety features—especially those tied to long-term vehicle health. Nearly half of drivers (49 percent) say they would seek repairs within a week of seeing a dashboard warning light. Two-thirds (67 percent) report acting immediately upon receiving a recall notice, signaling a strong consumer preference for maintaining vehicle reliability.
These behaviors are helping drive momentum behind over-the-air (OTA) updates, which allow manufacturers to remotely patch software, enhance performance, and fix potential safety issues—no trip to the garage required. Such technology not only streamlines repairs but may reshape how drivers think about maintenance altogether.
Yet when it comes to more intrusive safety features, like speed limiting and anti-distraction systems, opinions are more fractured. A third of automakers plan to roll out such technologies within three years, even in markets like the U.S., where no legal mandate currently exists. While 55 percent of American drivers say they support these systems, 38 percent say they would switch brands if speed-limiting features were made standard—a warning sign for manufacturers contemplating sweeping changes.
As digital innovation races ahead, automakers find themselves balancing ambition with sensitivity. The future may be more connected, but winning over the public still requires earning their trust—one update, one policy, and one feature at a time.
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Leary of Hacking & Cybersecurity
As digital technology becomes increasingly embedded in modern vehicles, both consumers and automakers are aligning on one critical concern: cybersecurity. Nearly half of car owners—49 percent—say they worry their vehicles could be hacked, underscoring rising public anxiety around data privacy and digital threats on the road.
Automakers appear to be listening. A recent survey found that 86 percent of original equipment manufacturers (OEMs) consider cybersecurity a top priority in the development of their digital services. The same percentage emphasized the importance of vehicle connectivity—not just for convenience or performance, but as a core component of safeguarding vehicles throughout their lifecycle.
To that end, OEMs are keeping a watchful eye on a growing list of digital vulnerabilities. From APIs and infotainment systems to embedded SIM cards and telematics platforms, these components are drawing increased scrutiny as potential entry points for cyberattacks. As cars grow smarter, the industry is bracing for a new era of automotive risk—one where safety and security may depend as much on software as on seat belts.
A Subscription Future
The report underscores both the promise and pitfalls of a fast-changing automotive landscape. Automakers must find ways to build long-term digital relationships with drivers, monetize services without alienating them, and address real concerns around security and control.
With the next generation of drivers increasingly comfortable with subscription models, the race is on—not just to develop the services, but to win the trust of the people behind the wheel.
For the full report, titled Consumer and OEM Attitudes to Software-Defined Vehicles, visit Cubic³’s website.