Even as automakers begin to back away from the idea that selling vehicle data can be a meaningful revenue stream, software-defined vehicles (SDVs) are now creating operational value in an attempt to overturn a 100-year-old auto industry truth that cars are worthless from the moment they leave the factory, Omdia research says.
the study, SDV reality check in 2026: A major recalibrationsponsored by SDV technology provider Sonatus, analyzed the responses of 559 automotive professionals across seven major markets: the US, Canada, UK, Germany, France, Japan, and China in March and April 2026.
An evaluation of the data shows the automotive industry is moving beyond the hype and grappling with the complexities of real-world operations. Overall, this study shows that the industry is moving out of the exploration phase and into a phase of making more practical decisions about what actually works and what actually benefits.
In particular, we’re seeing a shift away from automakers selling driver data, and instead original equipment manufacturers (OEMs) are realizing that data is more valuable in reinvesting in developments such as ADAS, product improvements, and diagnostics to create value-generating opportunities. In other words, OEMs are using their data as building blocks for intelligent, continuously improving vehicles.
Predictive maintenance has been found to be both the top use case for artificial intelligence (AI) and the top revenue driver. This was one of the first clear ROI stories in this space, and there were clear regional differences in trends. For example, China is focused on improving the in-car experience and personalization, while North America is focused on cost reduction and service.
Specifically, the study proved that smart diagnostics and predictive maintenance are “AI’s killer apps.” Smart diagnostics and predictive maintenance emerged as a top AI priority, answered by 34% of global respondents, highlighting the industry’s focus on AI applications that deliver measurable ROI.
There is also an evolution towards containerization. In short, as automakers work to overcome legacy integration hurdles, respondents reported a 10% year-over-year increase in already deployed containerized applications, making them the only technology with double-digit growth. Omdia said this confirms that the industry is moving towards flexible, cloud-native software architectures.
“Data Monetization Pivot”
Furthermore, the data has revealed the “axis of data monetization.” The analysis notes that selling vehicle data to third parties is becoming less attractive as OEMs increasingly recognize the value of leveraging their data in-house. Rather than directly pursuing revenue through data sales, automakers are adopting a more mature strategy of leveraging data for capability-building applications such as ADAS improvements (41%), product development (38%), and diagnostics.
The shift marks what analysts have called a fundamental shift from external monetization to value creation in its own vehicle ecosystem.
“This data signals a critical shift in how automakers leverage AI to create value,” said Maite Bezerra, senior principal analyst at Omdia. “Predictive maintenance provides vehicle-centric value that cannot be replicated on a smartphone. Predictive maintenance creates tangible value through an improved driving experience, increased reliability, and overall ownership experience, ultimately driving customer loyalty. OEMs are enriching data with AI to improve vehicles over time.”
When it comes to geographic trends, there were significant regional differences in how automakers plan to drive customer loyalty and after-sales revenue in the coming years.
When evaluating which features best drive customer loyalty and after-sales revenue, we found that North American automakers prioritize service and recurring revenue models. The market is supported by predictive maintenance (48%), followed by autonomous driving and in-vehicle entertainment (41% each), with entertainment posting the largest year-on-year growth in the region at +11%.
In contrast, Europe is generally more connected on the service side, with predictive maintenance tied with North America as the top capability driving customer loyalty and revenue (48%). However, a closer look reveals significant gaps in execution in Germany, the region’s largest market.
Although German automakers ranked predictive maintenance as the top driver of revenue (47%), they also reported the lowest AI adoption in the world (just 18%), indicating that while global competitors are scaling up, Germany is still in the planning stages, Omdia said.
It turns out that Japanese automakers are betting big on functionality and quality to increase customer loyalty. Autonomous driving is clearly a top priority (50%, up 10% from 2025), demonstrating growing confidence in autonomous driving as a safety differentiator. Notably, Japan also leads the world in prioritizing ride customization (37%), which the study says reflects a “unique cultural emphasis” on driving dynamics and comfort over cosmetic individualization.
The Chinese market was seen as undergoing a “drastic” turn. China, the most advanced SDV market in terms of deployment, is experiencing major changes in the way it fosters customer loyalty. Traditional vehicle data monetization has decreased by 25% compared to 2025. This is because Chinese OEMs have made an aggressive pivot towards autonomous driving (54%) and increased personalization (53%) to create tangible experience-driven differentiation.
Commenting on the survey results, John Heinlein, chief marketing officer at Sonatas, said, “What stands out in this year’s results is the speed at which operational AI is maturing. Automakers are seeing value in enhancing diagnostics, lowering costs, and delivering a better service experience. Supported by the industry’s move toward more flexible, software-driven architectures, predictive maintenance is emerging as a strong case in point.”
