The automotive industry is undergoing a profound transformation, driven by the rise of connected car technology. No longer is the vehicle simply a means of transportation; it is becoming a dynamic, data-rich platform at the center of a broader digital ecosystem. This shift is redefining the ownership experience, opening new avenues for value creation, and challenging original equipment manufacturers (OEMs), technology partners, and mobility providers to rethink their business models.
Historically, connectivity in vehicles was limited to navigation, safety features, and basic telecom integrations. Today, the connected car is evolving into a holistic ecosystem, where telematics, in-car data, and seamless integration with other digital services are the norm. This ecosystem approach enables a range of new experiences and business opportunities:
Connected vehicles generate vast amounts of data—on driving behavior, vehicle health, location, and usage patterns. OEMs are now moving beyond selling this data to third parties and are instead focusing on using it to deliver direct value to customers and create new revenue streams. Key opportunities include:
Traditional insurance models are being disrupted by telematics-driven, pay-as-you-go insurance. By analyzing how, where, and how much a vehicle is driven, insurers can offer personalized premiums, rewarding safe driving and reducing costs for low-mileage users. This not only benefits consumers but also deepens OEM-customer relationships through ongoing engagement.
Telematics data enables proactive maintenance, alerting drivers to potential issues before they become costly problems. OEMs can offer subscription-based maintenance packages, remote diagnostics, and software updates that enhance vehicle performance and introduce new features—without a trip to the dealership. This continuous service model drives loyalty and creates recurring revenue.
With private vehicle usage rates as low as 4%, OEMs are exploring flexible ownership models such as subscriptions, rentals, and shared fleets. By leveraging real-time data, they can optimize fleet utilization, reduce downtime, and offer tailored mobility solutions for both consumers and businesses. Partnerships with public transit, scooter, and ride-hailing providers further expand the ecosystem, delivering greater convenience and choice.
The connected car ecosystem is fundamentally changing how OEMs engage with customers. By integrating data across touchpoints—online research, in-car interactions, aftersales service—brands can deliver:
As vehicles become more connected, consumers are increasingly aware of the data they share and the value they receive in return. Research shows that while many are willing to share driving data for tangible benefits—such as lower insurance rates or improved safety—they expect transparency and control over how their information is used.
OEMs must prioritize:
The future of automotive is not just about smarter cars—it’s about smarter, more connected experiences that span the entire customer journey. OEMs that embrace the connected ecosystem mindset—integrating telematics, data-driven services, and cross-industry partnerships—will unlock new sources of value, drive customer loyalty, and position themselves at the forefront of digital transformation.
As the lines between mobility, energy, and digital lifestyles continue to blur, the winners will be those who deliver seamless, personalized, and trusted experiences—both inside and beyond the vehicle. Publicis Sapient stands ready to help clients navigate this transformation, moving from product-centric to service- and data-centric business models that define the next era of mobility.