Hyundai Rolls Out In-Car Payment Services To Bolster Driver Convenience
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Hyundai is working towards making in-car payments a thing. The automaker has launched the Hyundai Pay system, where customers can find and pay for products and services through the car’s touchscreen.
The in-car payment service involves customers’ credit card information. Hyundai Pay has already rolled out its first service in the US in partnership with Parkopedia. The parking payment service allows US drivers to locate, reserve, and pay for parking inside their vehicle.
Hyundai Pay will be available across dealerships in all the new 2024 Hyundai Kona. Nine Hyundai models will also get Hyundai Pay through model year changes and over-the-air updates.
The automaker plans for this service to grow as it will roll out additional features in the future. Moreover, the service will be expanded to meet the related use cases of electric vehicles.
Hyundai Pay Platform
The Hyundai Pay platform comes endowed with a wide range of features. The service is available on the vehicle’s touchscreen and the Bluelink-connected car system. It seeks to improve the driving experience.
Hyundai will expand its scalable in-car payments system to include more use cases and select scenarios for short regular drives and longer trips.
Hyundai plans for Hyundai Pay to offer convenience to drivers as part of the automaker’s effort to offer the best-in-class digital ownership experience. The payment options are also easy to use to simplify the driving experience.
The payments made on the platform are secured through tokenization. The latter feature replaces card account information with a unique digital identifier or token that protects data from compromise.
“With Hyundai Pay’s scalable e-commerce platform, we can elevate customer convenience and extend their digital reach by making every day needs – like finding and paying for parking – easier, swifter and safer via our connected-car, integrated-cockpit and secure-transaction technology,” said the vice president, product planning and mobility strategy, Olabisi Boyle.
According to Hyundai, the parking system will address a need faced by many US drivers. The automaker referred to a survey showing that 94% of US drivers face challenges securing parking. 18% also face issues securing a spot on each parking search.
The automaker further noted there was a strong demand by American drivers to search for parking from inside their vehicles, with 68% of these drivers seeking an option to pay for the same using the vehicle’s media system.
Other Automakers Have Launched In-Car Payments
As Hyundai dips its toes in in-car payments, other automakers that have attempted this offering have not had much success.
For instance, General Motors unveiled its in-car shopping app, Marketplace, anticipating that customers would use it to buy gas, coffee, parking, and restaurant reservations. The automaker later shut down the service, blaming a third-party software supplier.
The decision shows the downside of a connected car future that most automakers do not discuss. These features can easily be taken down if they do not garner much customer interest or their costs hamper revenue.
