In an effort to boost its connected car initiatives, AT&T on Thursday said it will offer customers an unlimited data plan option for their vehicles.

Starting this week, AT&T said customers on its Unlimited Plan for mobile will have the option to add unlimited data for their connected car for $40 per month. The plan will work with select cars with an embedded Wi-Fi connection or those utilizing ZTE’s Mobley Wi-Fi connected car plug-in, AT&T said.

Unlimited Plan customers who don’t need as much data will also have the option to get a 1 GB data plan for $10 per month per connected car or Mobley device.

AT&T’s Unlimited Plan for mobile devices is available to new or existing DirecTV or U-verse subscribers, and includes unlimited talk, text and data for $100 per month.

The new offering comes alongside a new ad campaign from the carrier highlighting the benefits of connected cars.

As of the first quarter 2016, AT&T said it had more than 8 million cars on its network. The carrier also said it connects more than half of all new connected vehicles in the United States.

The company said it now has connected car partnerships with 19 automotive brands, including recent additions Infiniti and Volkswagen.