A new report from Drive Research has revealed that in-car payment systems are becoming a high-priority feature for drivers, with the majority willing to pay for convenient, integrated functionality that enhances their overall driving experience. The 2025 In-Car Payments User Experience Report found that consumers now expect in-car payment options to be simple, accessible and well-integrated — and that poor user experience can directly impact brand perception and future purchase decisions.

The study, which surveyed drivers in the US and Germany, compared an anonymised current OEM in-car payment system with an updated version developed by Parkopedia and Valtech Mobility. Participants completed identical tasks using both systems before giving feedback.

Among US participants, 100% said that a simple in-car payment experience would improve their driving experience. In Germany, 93% said the same. In both countries, 97% of respondents said they would use in-car payments for common vehicle-related transactions like parking, EV charging, fuelling and tolls — provided the system was easy to use.

Adam Calland, global marketing director at Parkopedia, said: “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.

“This is being accelerated by the global shift towards EVs, with motorists not only valuing 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. The need to improve both awareness for in-car payments and the UX of current implementations was clear from the findings of the report, but the upside is equally clear on the potential value for the automakers who get this right.”

The report found that usability is critical to adoption. 70% of US and 77% of German drivers were put off by a complex registration process. More than 90% of US drivers found the updated system easier to use than the current industry standard — a result that correlated with increased engagement and future usage intent.

Consumers also showed strong interest in intelligent integration. 93% of German drivers and 87% of Americans valued receiving notifications when in-car payment services were available. Frustration was common when systems failed to do this, with 80% of US drivers saying they would be annoyed if they missed nearby payment opportunities due to a lack of alerts.

More than two-thirds of all respondents said they would be willing to pay for in-car payment features, either via a higher upfront vehicle cost or a monthly fee.

The study concludes that a well-designed in-car payment system can influence brand loyalty and future vehicle choice. In the US, 97% of drivers said good integration would improve their opinion of a brand, while 87% said it would increase their likelihood of choosing the same brand again.

With poor UX emerging as a common barrier, the report suggests that OEMs risk losing customers if they fail to meet expectations — but that those who get it right stand to gain long-term advantages in a competitive market.