A pioneering, never-before-seen report by Drive Research , which concentrates on the complete user experience journey of in-vehicle payment systems, indicates that these features have turned into a highly sought-after amenity for numerous motorists. Many drivers express willingness to pay for such access to notably enhance both their driving time and how they perceive the brand.
The 2025 In-Car Payments User Experience Report provided real-life drivers from the U.S. and Germany with two different in-car payment systems. These participants were asked to perform identical tasks using both systems prior to responding to quantitative and qualitative surveys as well as participating in interviews aimed at assessing their enthusiasm for in-car payments and gathering feedback about the two setups. System A represented an anonymous currently available production model specific to each area, whereas System B featured enhancements developed jointly by Parkopedia and Valtech Mobility focusing on simplifying user experience throughout registration, alerts, interaction, and transactions.
Motorists desire user-friendly in-vehicle payment options for various driving-associated services. Every driver interviewed across America reported that an intuitive in-vehicle payment system would enhance their driving experience, with all of them emphasizing how crucial such capability is for facilitating transactions related to driving services. Similarly, 93% of the German respondents highlighted the importance of straightforward in-car payments for similar purposes, indicating substantial global interest in this feature provided it functions smoothly.
Highlighting the possible advantages for Original Equipment Manufacturers (OEMs) from implementing seamless in-vehicle payment systems, 97% of respondents in both the U.S. and Germany said they would be open to utilizing in-car payments for various automotive-related purchases like parking fees, electric vehicle charging, refueling, and toll charges, provided the system was user-friendly. A participant from Germany commented, “Version B (upgraded) is undoubtedly more straightforward, saves time, intuitive, effective, and serves as a daily assistant.”
The same percentage (97%) indicated that they believe incorporating payment features within the vehicle would enhance their overall driving experience and prefer accessing various in-car payment services via a single platform rather than using separate external gadgets. This alignment in responses underscores that motorists are keenly interested in advanced, interconnected automotive solutions. Therefore, manufacturers providing smoothly incorporated in-vehicle payment systems could attract an expanding customer base away from competitors who do not cater to this rising requirement.
Request alerts when in-vehicle payments can be made Drivers not only desire extensive in-vehicle payment capabilities but also seek smart integration of these services to maximize the benefits offered by the available features. Ninety-three percent of German motorists and eighty-seven percent of U.S. respondents appreciate the idea of their vehicle alerting them via the infotainment system about nearby opportunities for making in-car transactions.
Showing drivers' desire for incorporating extra in-car payment options directly into vehicles, 80% of U.S. drivers would feel 'annoyed' if they had accessible in-car payments but their vehicle couldn’t notify them about them. Likewise, every driver interviewed in Germany and 97% of American respondents see merit in having a dedicated on-screen button to swiftly reach connected services like parking information, charging stations, or in-vehicle transactions.
The inadequate enrollment procedure is restricting participation and utilization. Drivers indicated that a convoluted sign-up procedure could decrease their probability of enrolling in in-car payment systems, as evidenced by 77% of German drivers and 70% of U.S. respondents who were deterred by an intricate registration process. Furthermore, 57% of Germans mentioned that a cumbersome registration method would lessen their inclination to utilize in-car payments even post-enrollment, alongside 50% of American motorists.
This indicates that user experience plays an extremely important part in shaping driver behavior, and original equipment manufacturers (OEMs) should refine the registration procedure to guarantee maximum customer contentment and uptake of premium services. A substantial 90% of U.S. drivers view the present industry-standard registration process as 'complicated,' suggesting that automobile makers are not meeting numerous customers' standards.
In both markets, many drivers expressed willingness to pay extra for in-car payment systems, as over sixty percent showed openness to such an option.
Over fifty percent of German motorists express willingness to pay a monthly fee for in-car payment systems, whereas approximately half of American respondents might accept an increased upfront cost. This indicates that original equipment manufacturers should provide customized payment plans to optimize adoption rates of such features.
Drivers prefer comprehensive systems instead of depending on smartphones. Drivers found integrated in-car payment systems beneficial because these technologies can adapt to specific situations or routes, like signaling the requirement for parking or charging facilities, or easing the pressures linked with driving. Additionally, many car owners viewed this feature as a distinguishing factor among competing brands. Consequently, this might impact buying choices—drawing potential buyers toward vehicles equipped with superior in-car payment capabilities and deterring them from manufacturers offering inferior services or lacking these features entirely.
Present deployments fail to showcase the complete potential of in-vehicle payments. Motorists greatly favored the revamped system that emphasized user-friendliness, reducing the number of steps required to access crucial payment features and simplifying the process of managing various car-related services through a single interface. Over 90% of American drivers expressed strong willingness to adopt this enhanced version as opposed to only 20% who showed interest in the present market offering. Additionally, over 90% of both U.S. and German motorists reported increased engagement with an improved in-vehicle payment solution; specifically, all U.S. participants and 90% of their German counterparts indicated greater likelihood of utilizing in-car payments for subsequent purchases when provided with what they considered a 'seamless' system.
This indicates that Original Equipment Manufacturers (OEMs) could push away their customers by providing inadequately implemented in-vehicle payment options; motorists desire convenient in-car payment features, yet they anticipate these functions to be intuitive and may avoid utilizing such systems if they fail to live up to expectations.
The implementation of in-vehicle payments influences drivers' perceptions of the brand. Integrating payment services effectively into vehicles can greatly enhance user perception, as indicated by 97% of U.S. drivers who mentioned that such features could substantially alter their view of a car manufacturer. Furthermore, an impressive 87% of these drivers asserted that advanced in-vehicle payment capabilities would considerably boost their chances of purchasing another vehicle from the same brand down the line.
Automakers who do not provide in-car payment options or have subpar systems leading to unsatisfactory user experiences might harm their brand reputations, possibly driving consumers towards competitors known for better-integrated digital interfaces. This issue seems simple enough to tackle; every American and German driver interviewed mentioned they would prefer in-car payments if these transactions were effortless and offered savings either in terms of time or cost. Moreover, 87% of U.S. drivers and 63% of those from Germany said they’d avoid such services if the setup necessitated navigating through numerous menus just to confirm an in-car transaction.
When discussing the findings of the report, Adam Calland, the Global Marketing Director at Parkopedia—who supervised the focus groups—stated: The global demand for connected car services is increasing at an accelerated pace, with recent studies indicating that in-vehicle payment capabilities have become essential for drivers who prioritize convenience and are prepared to incur additional costs for such features.
This trend is further fueled by the worldwide move toward electric vehicles (EVs). Motorists now prioritize in-vehicle data systems that guide them to appropriate charging stations and prefer incorporating payment functionalities into these platforms to streamline their entire public charging process directly from their cars. The study highlighted the necessity of enhancing awareness about in-vehicle payments as well as improving the user experience of present setups. However, the benefits are evident: automakers stand to gain significant value if they successfully implement these features.