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Telco giant AT&T is expanding its connected car products and services, including unlimited data, in order to meet robust customer demand.

A recent study by AT&T and Ericsson has found that 75% of consumers view connected car services as a key feature in their next car purchase. Beginning on May 23, AT&T is offering its Unlimited Plan customers the choice of adding connected cars or a ZTE Mobley vehicle Wi-Fi plug-in device to the plan for $40 per month to gain unlimited data.

The same group of customers can also gain 1GB of data per month for $10 per connected car or ZTE Mobley. However, connected car customers will also have the option of a stand-alone data plan or adding their car to their Mobile Share Value Plan.

Chris Penrose, senior vice president for Internet of Things solutions at AT&T, said, “It’s incredible to think back to 10 years ago when we first started talking with automakers about connecting their cars. Fast forward to today. More and more cars are rolling off the line with embedded connectivity solutions. The interest we are seeing from carmakers and consumers around the world says this revolution is here to stay.”

As of the second quarter of 2016, AT&T possesses over 8 million cars on its network while providing connectivity to over 50% of all new connected passenger vehicles in the US. The company has launched a new connected car national digital advertising campaign, known as “A Whole New Ride”, which sheds light on the advantages of wireless connectivity in the car.