Car Users: Owners and Leasers, Remain Perplexed Over Connected Vehicles...
In the rapidly evolving world of automotive technology, the concept of connected cars is becoming increasingly prevalent. However, a significant portion of drivers remain in the dark about what a connected car is and the data it collects.
According to a recent survey involving over 2,000 car owners and lessors in the United States, approximately one-third of drivers are comfortable with data collection on seatbelt usage, driving speed, and location, route history. Yet, over two-thirds are unfamiliar with the concept of a connected car, and less than a fifth are comfortable with more invasive types of data collection.
The survey also revealed that drivers are generally willing to trade personal data for connected car benefits. For instance, 36% of drivers are willing to trade personal data for enhanced personal safety features like real-time vehicle health monitoring and alerts. Moreover, 67% of drivers are willing to trade personal data for better insurance rates, given safer driving behaviour.
Achyut Jajoo, SVP & GM of Manufacturing and Automotive at Salesforce, emphasised the importance of trust and transparency in the handling of data generated by connected vehicles. He stated, "By ensuring that the immense wealth of data that connected vehicles will generate is treated with the highest levels of trust and transparency, letting drivers opt-in to collection and using that data to deliver better, more personalized driving experiences, automakers can build brand loyalty and life-long customer relationships in the connected car era."
The survey findings suggest that automakers with strong chances to lead connected vehicle adoption through better communication on data privacy and connected-car experiences include Volkswagen, Mercedes-Benz, BMW, and Chinese companies like Baidu and Didi. These companies are known for their advancements in autonomous driving, software integration, and user experience, as well as their commitment to data handling transparency.
Interestingly, drivers ranked connected features nearly as important as a car's brand. However, many more (63%) are comfortable with data collection only on an opt-in basis. This underscores the need for automakers to prioritise transparency and user control in their connected car offerings.
In conclusion, the connected car era presents an incredible opportunity for automakers to put their customers' privacy at the heart of their strategy. By fostering trust and transparency, automakers can leverage data to deliver personalized, safer, and more efficient driving experiences, ultimately building long-lasting relationships with their customers.
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