I didn't work for Mazda, but I did work for a large auto manufacturer, and I can tell you we did incentivize dealers to complete sign up for connected services for the reasons most of you would probably expect.

We wanted to collect your data to sell it, utilize it for maintenance, or for general product improvement. I.e. wanted it so we could make or save money. No surprise there I hope.

The dealer incentive was literally a payment when a customer signs up because the money we'd make with customer data outweighs the dealer kickback.