LIVE FROM CES 2014: US operator AT&T last night announced a deal with car manufacturer Audi for embedded 4G connectivity, mirroring a deal unveiled a day earlier with Audi rival Chevrolet.

In a statement, Audi of America said the deal will offer US drivers “the expected first-ever in-vehicle 4G LTE data connection with the introduction of the 2015 A3 family.” Chevrolet may counter that claim, as it made similar ‘first-mover’ statements on Sunday night.

Significantly, Chevrolet made a strong point about ensuring its in-car connectivity would be available across a wide variety of its models, whereas Audi’s A3 family of vehicles targets the luxury market. Audi did, however, add that it plans to roll out 4G connectivity “across its entire lineup as new or refreshed models come to the market.”

As well as Audi and Chevrolet, the operator also plans to offer high-speed wireless connectivity to all-electric vehicle manufacturer Tesla.

Separately, AT&T unveiled its new Drive platform, including an Atlanta-based Drive Studio where automakers can evaluate different connected car platforms.

Other partnerships have also been announced. AT&T will support Ericsson’s Connected Vehicle Cloud Platform, while the operator is also developing billing solutions with Amdocs that allow multiple parties to pay separately for in-car services.

All these moves indicate how the mobile operator is keeping its options open and working with a wide variety of partners in what is expected to become a lucrative space. It’s also expected to lead to major competition among mobile operators in the connected car market.