"It's no different than being able to hook onto a Wi-Fi hotspot anywhere and get access to content you already subscribe to and get unique content that you could only get in the back of the vehicle," Penrose said.

AT&T has signed up eight automaker partners, including General Motors Co, Audi AG and Ford Motor, to hook up cars with Internet access. The goal is to offer free or paid content exclusively for connected car users and sell more data, Penrose said in a recent interview.

AT&T is talking to its auto industry partners and content companies to bring new content like "special" shows or gaming levels on phones and tablets in connected cars, Penrose said. This would be in addition to subscription services such as Hulu and Netflix that users can already stream on mobile devices.

AT&T is exploring business models that include revenue share for data, content and advertising with automakers, content and retail partners, Penrose said without sharing specific details.

AT&T is working with automakers to design a landing page or a portal for users to log in to access content, get vehicle service updates and buy data, he said.