GM and Tesla Report Growing Demand for Connected-Car Subscription Jul 23, 2026Only a few years ago, automotive subscriptions were best known for an idea many drivers hated: paying a recurring fee to use heated seats already installed in their cars. BMW ended the heated-seat subscription experiment it had introduced in some markets after customers pushed back. The company acknowledged that drivers felt they were being asked to pay twice for the same hardware. New results from General Motors and Tesla suggest automakers may be finding a model customers are more willing to accept. This time, they’re building subscriptions around connected services and driver-assistance software that can improve after the vehicle is sold. General Motors GM’s OnStar digital business, which includes Super Cruise, generated approximately $800 million in recognized revenue during the second quarter of 2026. That was 20% more than a year earlier. OnStar provides connected safety and navigation services, along with internet access. Super Cruise is GM’s hands-free driver-assistance system. Drivers must still watch the road. Business Insider reported that GM added approximately 70,000 Super Cruise subscriptions during the quarter. Revenue from the service increased about 70% from a year earlier. GM expects to finish 2026 with more than 850,000 Super Cruise subscribers. GM’s subscriber totals include some customers whose service is included in the vehicle price. The company hasn’t disclosed how many are currently making separate recurring payments. Between 30% and 40% of eligible customers continue paying for Super Cruise after the three-year period included with their vehicle ends, according to GM. The company is also expanding its pool of potential subscribers. Super Cruise will be standard on higher-end versions of its next-generation Chevrolet Silverado and GMC Sierra pickups and available on most other trims. GM estimates that this strategy will put Super Cruise in another 160,000 vehicles.