Beyond the Card: How Automotive Brands Are Driving Loyalty with Embedded Finance

Cars are no longer just vehicles - they’re becoming commerce platforms. From in-car payments to branded digital wallets, automotive brands are embedding financial services directly into their mobility ecosystems, transforming customer relationships into continuous loyalty.

A New Era of Connected Commerce

The automotive industry is moving from one-off purchases to lifetime engagement. According to McKinsey & Company, software, digital services, and financial add-ons are projected to contribute significantly to the tech sector's growth - a share of the sector’s future growth. That revenue shift depends on seamless, embedded payment experiences that keep drivers connected to the brand after leaving the showroom.

In-Car Payments Become the Norm

Automakers are rapidly turning the dashboard into a payment interface:

• Mercedes-Benz launched Mercedes pay+ in 2023, enabling drivers to authenticate purchases for fuel, parking, and digital upgrades with a fingerprint sensor. 
• BMW Group jointly demonstrated in-car contactless payments, showing how tap-to-pay transactions can be completed directly from the vehicle console. 

These capabilities simplify everyday moments - refuelling, charging, or paying for parking, while keeping the brand front and centre.

Turning Transactions into Loyalty

Embedded finance allows automotive brands to build relationships that extend far beyond the initial purchase. When payments, upgrades, and digital services are managed inside the same ecosystem, every interaction becomes a loyalty moment.

Each transaction provides insight into how, when, and where drivers engage - enabling the brand to offer relevant benefits such as maintenance rewards, tailored financing, or subscription upgrades.

Instead of a static loyalty card, the entire ownership journey becomes an evolving experience that grows more personal over time.

Why It Matters

• Stronger retention - embedded payments keep the brand connected through everyday use. 
• Personalised offers - real-time data supports adaptive rewards and services. 
• New revenue - subscriptions and in-car purchases extend value beyond sales. 
• Frictionless experience - payments blend naturally into the driving journey. 

Every drive, charge, or upgrade becomes a meaningful interaction that strengthens the bond between driver and brand.