These are tough times. People are working harder for less, and paying increasingly more for everyday necessities. Given the price of today's vehicle I don't think it would be unreasonable to work out an agreement with national cellular providers to get a reduced bulk rate on data, and offer it to customers as perk. I think having free, in cabin WI-FI would be hugely popular, possibly trend setting, and would lead to a larger more loyal customer base (because people will feel they're getting something without being nickle and dimed).
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