The findings from a comprehensive 2025 study conducted by Drive Research underscore a significant shift in driver preferences towards integrated digital payment technologies within vehicles. The study, which focused on user experiences with in-car payment systems in the United States and Germany, found nearly universal agreement among participants on the value of such technologies. With 100% of US drivers and 93% of German motorists acknowledging the potential of easy-to-use in-car payment systems to enhance their driving experience, the implications for automotive manufacturers are profound.
Participants expressed a strong willingness to adopt in-car payments for a variety of vehicle-related transactions, including parking, electric vehicle charging, fueling, and toll payments. The study also identified key user experience factors critical to the adoption of these systems. Simplicity emerged as a paramount concern, with a majority of participants in both countries indicating that complex registration processes would deter them from using in-car payment services. This sentiment was particularly strong among US drivers, 90% of whom viewed current industry standard registration processes as overly complicated.
Another significant finding was the importance of integrated notification systems, with a high percentage of drivers valuing real-time alerts about nearby payment opportunities. This feature, along with the frustration expressed by 80% of US drivers at missing nearby payment services, highlights the need for automotive manufacturers to develop more intuitive and responsive systems.
The study also shed light on the potential impact of in-car payment systems on brand perception. A striking 97% of US drivers reported that intelligent in-car payment integration could positively influence their view of a car brand, with 87% stating it would increase their likelihood of purchasing from that manufacturer in the future. Adam Calland, Global Marketing Director at Parkopedia, emphasized the growing consumer demand for connected car services, noting that in-car payment functionality is quickly becoming a must-have feature for convenience-seeking motorists.
Comparing two payment systems, the study found that an updated version developed by Parkopedia and Valtech Mobility received overwhelmingly positive feedback, with more than 90% of US drivers indicating extreme likelihood of use. This contrasts sharply with the mere 20% who expressed similar enthusiasm for current industry deployments. These findings suggest that automotive manufacturers must prioritize the development of user-friendly, integrated digital payment solutions to remain competitive in a market increasingly driven by technology and convenience.
