OnStar has existed since the 90s. That system requires a subscription that pays for the cell connection. The old ones no longer work because the cell tech is too old and the towers are gone. But usually the sim is embedded in the device, not replaceable or updatable. But it doesn't need to because it's built into a car and rarely would be transferred to another car while maintaining the same owner like a phone sim might.

There are lots of other devices that have existed over time that the manufacturer negotiates with a cell carrier and because these devices use small enough amounts of data, the initial cost of the device pays for all of the service. Usually the device advertises that it has "lifetime" service, but of course that isn't the lifetime of the owner or even the device, but more that of the contract between the manufacturer and cell carrier.

As for the systems that car manufacturers use for telemetry, they pay the cell providers for that. In bulk and with very little data, I'm sure it's not even all that much and they likely use the promise of selling other services like OnStar and giving a cut to the cell provider to at least partly offset that cost to them.