Automakers Struggle To Turn Connected Car Free Trials Into Paid Subscriptions: Report

A recent report by S&P Global Mobility has revealed that Indian car owners are among the world’s most active users of free trial connected car services, outpacing many developed markets. 

According to the report, 46 per cent of Indian respondents reported using connected services through free trials, a figure second only to Mainland China’s 53 per cent.

Subscription Data

While free trial usage is high, only 33 per cent of Indian respondents said they pay for connected car services via subscription. This is lower than the United States, where 35 per cent of car owners pay for subscriptions, but higher than countries like France (19 per cent) and Japan (18 per cent). 

The data suggests that while Indian consumers are eager to experiment with new features, converting them into paying customers remains a challenge for automakers and service providers.

Comparisons with Global Markets

The study, which covered nine countries, shows stark contrasts in consumer behaviour. For instance, in the United States, 54 per cent of respondents either use a free trial or pay for a subscription, but a significant 38 per cent do not use connected services at all. 

In contrast, only 18 per cent of Indian respondents said they do not use these services, indicating a higher overall engagement. Meanwhile, countries like France and the UK have the highest share of non-users, at 54 per cent and 45 per cent respectively.

Another notable finding is that only 3 per cent of Indian respondents said they “don’t know” about connected car services, the lowest among all surveyed countries. This could point to increasing awareness and digital literacy among Indian car owners, a positive sign for the future of automotive technology in the country.

Outlook for Automakers

Automakers are definitely desperate to convert free trial users into paying subscribers by offering more value-driven and affordable packages. 

With high engagement and awareness, India stands out as a promising market for the expansion of connected car services, provided companies can address price sensitivity and demonstrate clear benefits to consumers.

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