In-Car Payments Becoming Must-Have Feature for Drivers, Study Finds

As vehicles become increasingly connected, drivers are beginning to expect in-car payment systems as a standard feature — and they’re willing to pay for the convenience. That’s the key takeaway from the newly released 2025 In-Car Payments User Experience Report by Drive Research, which highlights a strong connection between seamless payment technology, brand perception, and consumer loyalty, as stated in Motor Trade News.

The study, which surveyed drivers in the United States and Germany, revealed that most consumers now prioritize simple and integrated payment functionality for services such as parking, EV charging, fuelling, and tolls. Usability emerged as a critical factor, with poor user experiences negatively affecting how drivers view automotive brands.

Among U.S. respondents, 100% agreed that an easy in-car payment experience would enhance their overall driving experience. In Germany, that figure was nearly as high at 93%. Overall, 97% of participants across both countries said they would use in-car payments for common transactions — but only if the system was easy to navigate.

The research compared a current, anonymized OEM in-car payment platform to an enhanced version developed collaboratively by Parkopedia and Valtech Mobility. Participants were asked to complete the same tasks using both systems, then provide feedback on their experiences.

The findings were clear: a smoother user experience translates directly into higher engagement and future usage. Over 90% of U.S. drivers said they preferred the upgraded version, correlating with a stronger willingness to adopt the technology long-term. However, a clunky registration process remains a major barrier, with 70% of American and 77% of German participants reporting frustration.

Adam Calland, global marketing director at Parkopedia, emphasized the growing importance of this technology.
“The demand for connected car services continues to rise rapidly around the world, and this research shows that in-car payment functionality in particular is now becoming a must-have feature for motorists who highly value convenience and are willing to pay for this,” Calland said.

He also pointed to the global shift towards electric vehicles as a driver of this trend:
“Motorists not only value having in-car data directing them to suitable charge points, but also integrating payments within the same platform, to facilitate the full public charging experience within the vehicle.”

Consumers also expressed a strong desire for intelligent integration. Around 93% of German drivers and 87% of U.S. drivers said they appreciated receiving notifications when in-car payments were available. Conversely, 80% of U.S. participants said they would be annoyed if they missed payment opportunities due to a lack of alerts.

More than two-thirds of all respondents said they’d be willing to pay extra — either through a higher vehicle price or a subscription model — for access to these features.

Perhaps most significant for automakers is the impact on brand perception. In the U.S., 97% of drivers said a well-integrated payment system would improve their view of a brand, and 87% said it would make them more likely to choose that brand again.

The study concludes that automakers who fail to prioritize user experience in payment technology risk losing future customers — while those who deliver a seamless, integrated solution can gain a lasting edge in a competitive market.