Vehicles Are Collecting Data, And Customer Consent May Not Matter

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Matthias Pfau is cofounder of Tuta, a secure email service and an innovation leader in encrypted communication and collaboration. Read Matthias Pfau's full executive profile here.

Connected cars are the new normal, but they often fail to respect your privacy, and their options to “opt out” are very limited. If you have purchased a new vehicle within the last five years, then odds are that you were greeted with a beautiful screen in your dashboard with a plethora of new “infotainment” features.

Collecting such data might be useful—for instance, when the manufacturer wants to invite you for a service, they must know when the next service is due. But today, the usage of personal data is much broader than it used to be.:"We collect Personal Data and non-Personal Data about you and your vehicle from our Platforms and other sources such as third-party services or public databases. Nissan may create, use and disclose de-identified information.

Data collection doesn’t need to be an all-or-nothing venture, and it is possible to collect and analyze behavioral data in a way which can be anonymized so it doesn’t directly profile customers. By finding a proper balance between data that is and data that is not collected, automotive companies looking to make the jump into big data can build a stronger sense of trust with their customers by respecting their privacy wishes.

Of course, we can always continue driving our old Honda from the '90s, but as new laws are introduced that will slowly phase out the accessibility to these older “dumb” vehicles in favor of green, highly networked alternatives, the possibility of data-free driving is shrinking. In places like the United States, this will further limit the ability for “private” movement around areas lacking public transportation.

 

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