High fees and numerous restrictions—car-infotainment data plans shouldn’t become barriers to smart technology.

Nowadays, people have become accustomed to using in-car systems to check real-time traffic conditions, listen to music online, and even order takeout or book airline tickets. As the functionality of in-car systems continues to expand, so does their reliance on internet connectivity. However, a practical challenge arises: most current in-car systems come with limited free or high-speed data allowances for internet access, and any usage beyond these plans incurs steep data charges. If users fail to renew their data packages, their in-car systems may either lose internet access altogether or operate at significantly reduced speeds—rendering many advanced features essentially useless. On one hand, we see dazzlingly advanced smart features; on the other, a bewildering array of pricing models and sky-high data costs. So, how should car owners make their choice? Typically, the data plans offered by automakers are jointly tailored by the brand and the telecom provider, though the final pricing power rests primarily with the car company. As a result, there are noticeable differences in how various automakers price in-car data services, yet the vast majority still adopt a combination of complimentary data credits alongside optional paid plans.

Specifically, some automakers offer limited free data plans to car owners during the first month or year when a new vehicle is launched. In fact, certain brands even provide unlimited free data for the first two or three years after purchase. If a customer exceeds the free data allowance in a given month, they’ll need to pay extra—often at a significantly higher rate—for additional data. And if the usage extends beyond the initial free-data period, buyers will have to purchase a new data plan altogether. Notably, a few automakers take a stricter approach: once the monthly free data limit is reached, customers are no longer able to use their data unless they upgrade to a PLUS membership and pay an annual fee, which then grants them access to unlimited data. However, these automakers typically provide impressively generous free data allowances each month, and subscribers who opt for the PLUS membership often receive additional complimentary perks as well.
In addition to fixed data plans, some automakers occasionally introduce special promotional packages, allowing car owners to choose monthly, quarterly, or annual data subscriptions. These packages typically include free data for specific apps, such as music or video services, giving drivers the flexibility to select based on their individual needs. While most automakers offer complimentary data, car owners often encounter various issues when actually using these services. For instance, some manufacturers explicitly state at the time of a new vehicle launch that only the first owner or those who pre-ordered in the initial batch are eligible for free in-car connectivity data access. Meanwhile, other automakers even impose additional requirements, stipulating that unlimited free data is available only to users who sign up for VIP or PLUS membership plans.

Different automakers have their own policies regarding the amount of free data provided. For instance, the Li Auto L7 offers its owners 20GB of free data per month for the first three years, after which customers need to purchase additional data themselves. In contrast, NIO ES6 owners enjoy 8GB of free data every month for life. Compared to the more generous offerings from the new EV brands, some traditional automakers appear rather stingy—both in terms of the limited percentage of free data they provide and the severe speed restrictions that kick in once the free data allowance is exhausted, effectively turning high-speed networks into low-speed ones. Additionally, certain automakers have introduced "unlimited data plans" to attract users, though these often come with notable limitations: once a driver exceeds a specific 5G data threshold, the service automatically reverts to 4G—even though the plan still technically claims to be "unlimited." While this doesn't outright cut off connectivity, it does slightly dampen the overall user experience.
Some automakers have even segmented data usage into basic and entertainment categories—for instance, free data plans typically cover only basic traffic, while entertainment data—such as streaming video and music—can be accessed "for free" by purchasing additional packages. However, note that certain packages do not include audiovisual entertainment data at all, so owners need to carefully check before subscribing. Precisely because pricing for in-car internet data varies significantly among different automakers, combined with the various limitations on free data allowances, many car owners find themselves confused when using their vehicle’s connectivity features. This confusion has gradually led to growing customer complaints. According to data from Chezhili.com, complaints related specifically to "disguised charges" and "system upgrade issues"—particularly regarding unfair or unreasonable fees for in-car data—have already reached as high as 44 cases.

Ms. Han from Yunnan reported to Chezhi.com that the car data charges for a joint venture sedan she purchased were not clearly disclosed at the time of purchase, nor were the voice control functions clearly linked to data usage. Later, when using the vehicle, the owner discovered that the voice control system could not function properly without renewing the subscription, suggesting a disguised charge. Mr. Chen from Xinjiang reported that the car data system of a joint venture SUV he purchased appeared to have lost its mobile phone connectivity, leaving only data usage, and the data charges were high and unreasonable. Mr. Jin from Zhejiang also reported that after an OTA upgrade, the navigation system of his domestic brand SUV experienced issues, preventing it from using data and limiting functionality.

The above complaint cases demonstrate that automakers are currently facing issues such as unclear data usage pricing rules, unreasonable charges, and data restrictions during system upgrades, which have led to dissatisfaction among car owners. As more and more applications and vehicle functions are integrated into car data systems, automakers should pay more attention to the impact of the network on the user experience while providing consumers with intelligent products. Compared to the more flexible and diverse mobile internet plans and lower rates, current in-vehicle data plans are still insufficiently diverse and relatively expensive. Therefore, it is recommended that automakers clarify the free data usage period, optimize and adjust in-vehicle data charging rules, and establish tiered data pricing to cover a wider range of user habits. Furthermore, it is recommended that automakers rationally allocate in-vehicle network resources, untether some basic in-vehicle functions from data, improve data usage efficiency and network stability, and avoid functional limitations due to insufficient data.

In addition to automakers' own improvements and enhancements to in-vehicle networks, national-level assistance is also needed. On the one hand, we urge relevant departments to strengthen oversight, promptly intervene in cases of unreasonable in-vehicle data charging standards, and urge automakers to implement rectifications to protect the legitimate rights and interests of car owners. On the other hand, we also hope that relevant departments will further improve recall mechanisms, increase real-time monitoring of in-vehicle system upgrades, and implement OTA supplementary recalls to prevent individual vehicles from experiencing data limitations and unusable functions due to system upgrade issues. Consumers should adhere to the principles of rational and prudent consumption when purchasing data plans. They should clarify the free data usage rights and relevant regulations, choose a data plan that meets their needs, and plan their data usage rationally. Furthermore, they should strengthen their awareness of rights protection, file complaints against unreasonable data charges, and safeguard their legitimate rights and interests.

In summary: In the era of smart cars, the in-vehicle system significantly influences user purchasing decisions, and data usage directly impacts the system's operational efficiency and performance. First, when formulating data pricing standards, automakers should consider the usage habits of a wider range of users, providing data with reasonable pricing and improved network stability to continuously optimize the user experience. Second, we urge relevant departments to strengthen oversight of data pricing and improve OTA update mechanisms to avoid issues caused by data restrictions. Finally, consumers are advised to clarify the relevant rules before purchasing data plans and to boldly defend their rights if they encounter unreasonable data charges. We believe that with the joint efforts of all parties, data pricing standards will become more transparent and standardized, and the in-vehicle user experience will be elevated to a higher level.

From Sina Auto

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