AT&T is set to allow customers to add unlimited cellular data to their connected cars as part of a deeper integration push

AT&T is looking to maintain momentum in the connected car space tied to its unlimited cellular plan available to select customers.

The carrier said beginning this week it would allow customers on its unlimited cellular data plans, which are customers that have also signed up for one of the carrier’s pay TV service, to add unlimited in-vehicle mobile hot spot services for $40 per vehicle. Those in-car connections can be through either an embedded Wi-Fi hot spot modem or plug-in devices like the recently launched ZTE Mobley. Consumers on unlimited cellular plans can also just turn on their mobile device’s hot spot feature and gain the same in-vehicle Wi-Fi hot spot benefits.

Customers not needing unlimited in-car cellular data can select a $10 per month option that includes 1 gigabyte of data, or continue to add their vehicle connectivity needs to a standard Mobile Share Value Plan.

AT&T relaunched its unlimited cellular data packages in January, tied to customers also selecting a pay TV package through its DirecTV or U-verse platforms. The carrier noted it had signed up nearly 3 million customers to the offer at the end of the first quarter, with AT&T management noting “thousands more being added every day.” Those customers were touted as some of the highest revenue-generating subscribers who are even more “valuable to us now that they have combined these services.”

The carrier also said it counted more than 8 million connected cars on its network at the end of Q1, which it claimed was more than 50% of all new connected passenger vehicles in the U.S. AT&T touts partnerships with 19 automakers, including Porsche, Jaguar, Land Rover, Infiniti, Audi and Volkswagen.

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