Beyond the dashboard: Unlocking value through in-vehicle platforms
Mehdi Comeau·Sep 04, 2025
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The automotive industry is transforming as software defined vehicles become a norm. Carmakers now have a huge opportunity to open new revenue streams while improving the driver experience. What does this look like, and where does the most value lie?
From connected cars to commerce
More than 90% of new vehicles sold globally will be connected by 2030, up from roughly 50% last year, according to McKinsey. For carmakers, this shift isn’t just technological, it’s central to business. Vast amounts of data transform vehicles from one-time purchases into connected platforms that can deliver recurring revenue streams and build customer relationships.
For example, carmakers can now use data to offer subscription-based models, run remote diagnostics for improved maintenance and integrate more personalized content to improve the driver experience. But for data to really revolutionize how people drive and how carmakers earn, we need to look at the connected in-car screen.Why the in-car screen matters
More than a dashboard, the in-car screen is a gateway to driver engagement. The more drivers use it, the more opportunities there are for added services, commerce and loyalty. Think, for example, paying for fuel, charging, tolls and more on the go — using a platform that’s seamlessly integrated and designed for safe use while driving. Each interaction is a chance to improve the driver experience while generating recurring revenue. Partnerships are key to unlocking screen-based value, combining carmakers’ infotainment systems with technology and data providers like TomTom.Turning location data into driver experiences
TomTom is a trusted automotive partner for navigation. But that’s not all. The company is helping carmakers lead the way in connected in-car screen engagement by turning location-based data into smart services for drivers.“Here are two ways TomTom is already making data count for both carmakers and drivers.Mike Schoofs
Chief Revenue Officer, TomTom
TomTom and 4screen: Rolling out with Stellantis
4screen is a pioneer in in-car marketing and digital driver interaction. TomTom mapping tech is embedded into the 4screen platform for drivers to discover nearby businesses and services. The context-aware location data shows driver-centric content directly on the navigation map. Drivers can easily find nearby restaurants, convenience stores, gas stations and charging points based on their real-time needs. These points of interest are delivered as part of an enhanced search and as branded pins by 4screen. The added convenience helps drivers find what they want when they need it, while opening new revenue streams for carmakers and helping boost in-car driver engagement. One of the world’s leading carmakers, Stellantis, is rolling this solution out across North America and Europe. By integrating real-time, location-based content into its portfolio of iconic brands, Stellantis is leading in delivering connected tech to add value for its drivers.
In-car monetization opportunities range from paying for parking, to EV charging, to personalized content and beyond.TomTom and Flash: Navigation meets pay-by-car parking
Parking is a notorious pain for drivers. TomTom and Flash will change that, fully integrating parking search and payment with the vehicle’s navigation system. With access to more than 30,000 live off-street locations, drivers will be able to find and pay for parking in just a few taps. Real-time space availability, dynamic pricing and personalization options will make the process smooth and reliable. The solution will help take the headache out of parking, making every drive safer and simpler while saving time and money — and reducing smartphone use on the road. Multiple carmakers are already speaking with TomTom and Flash, ready to give their drivers the streamlined in-car experience.A new way forward
Monetizing data isn’t just about revenue. It’s about building more value into the driver-car relationship — changing the game for carmakers while simplifying the life of drivers. With the rise of electric vehicles, 5G+ networks and a mature privacy landscape, the conditions are set for growth. Just as the phone evolved from calls to an everyday digital assistant, the car is becoming a more connected companion. TomTom is helping carmakers lead the way, building innovative solutions that seamlessly integrate with onboard navigation and infotainment systems. Stay tuned for more to come.People also read
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