Connected features turn driving force for new-age vehicle buyers

Digital and connected features are increasingly becoming social currency among new-age car buyers, who demand continuous connectivity while travelling and enhanced safety features on their wheels of choice.

Connected cars, which have embedded chips allowing internet access enabling drivers to transmit, store and receive information collected via sensors, now comprise 27.4% of all new vehicles sold (Jan-Oct 2025), double of around 14.47% five years back in CY21, shows data available with automotive consultancy firm JATO Dynamics.

The collected data is sent to devices within and outside the car enables a host of features like geofencing (which alerts the owner if a vehicle is taken outside the set perimeter), theft and towaway alerts, remote immobilisation of cars, sudden braking and vehicle speed monitoring systems which help guard against reckless driver behaviour. Some vehicles even come with technology which scans retina movement of drivers to alert against accidents due to distraction.

Given the robust demand, carmakers have started offering these features not only in premium SUVs, but even in compact models like the Hyundai Venue and hatchbacks like the Tata Altroz and MG Comet.

Ravi Bhatia, president at Jato Dynamics said demographic, technological and psychological factors are driving this growth in connected services. “Young and Gen Z buyers are digital natives and expect seamless connectivity and are used to convenience is their lifestyle. Technology has made it possible to incorporate software features in a car. While we are some years away from a completely software driven car, digital and connected features are becoming status and social currency,” Bhatia said.

Additionally, commissioning of high-speed expressways has meant that car buyers give higher weightage to safety. These developments are being leveraged by OEMs (original equipment manufacturers). Integrated e-sims allow for car health monitoring and OTA updates to keep connected services up to date.

Vinay Raina, chief commercial officer, JSW MG Motor India, concurred that Indian consumers are increasingly prioritizing tech-led features such as large touchscreens, ADAS (Advanced Driver Assistance Systems), 360° cameras, connected systems, panoramic sunroofs, and ventilated seats. “This shift is driven by rising urbanization, global exposure, and a growing focus on convenience, safety, and personalization”, Raina said.MG Motor India, the pioneer that introduced connected technologies in its vehicles six years back, said the market for these vehicles have grown 50% year-on-year. Raina said today most JSW MG Motor India vehicles sold monthly are inherently connected—a stark contrast to five years ago when connectivity was limited to basic infotainment. “Currently, 60–65% of our portfolio’s variants offer connected and ADAS features, contributing over 90% of our total sales”, he said, adding, “Looking ahead, we expect sustained demand for hyper-personalized, AI-driven features and sustainable innovations, as more than 80-85% of car buyers are likely to prefer connected and ADAS-equipped vehicles.”

At Stellantis India – which sells vehicles under the Citroen and Jeep brands – nearly 65% of sales of midsize SUVs currently comes in from connected variants, Shailesh Hazela, MD & CEO, Stellantis India, said.

Even as the average age of the car buyer in India is falling, aspiration levels among customers are on the rise, explained Hyundai Motor India chief operating officer Tarun Garg.

“Customers here not only want more SUVs, but they also want high-end design and advanced features in their vehicles. Features like ADAS, sunroofs and connectivity are continuously gaining prominence”, Garg said in a recent interaction, adding that the carmaker is working on introducing the technologies across their range of vehicles.