Source: TheZebra
The modern automobile has joined the ranks of other networked devices in its ability to track and collect personal data of drivers.
While the obvious collection of information includes driving habits like if the driver likes to speed, or how hard they slam on the breaks, many more subtle levels of data can be obtained by cars. This data is used to create safer and more efficient vehicles. It’s no surprise that the Audi A5, a very tech-savvy car, was the best safety rated sedan in 2018 by Kelly Blue Book.
From GPS, a car can learn where someone lives and works, and even where they like to get their coffee. Like any other data about personal habits, this can be leveraged to work for marketing purposes toward making sure that targeted messaging is reaching the right customers.
On-board computers can help better understand user experience for drivers and create profiles that include what music they listen to, how much they weigh, and even can connect to all of their contacts.
Right now, car manufacturers are not bound by many guidelines when it comes to how they disseminate this data. Already, GM has created an in car purchasing app called GM Marketplace that utilizes this data to better inform ways to target drivers for sales. But the information could be used in many ways, from marketing insurance rates to selling soft drinks.
The Zebra has put together an infographic below that talks about the many kinds of data that a car is currently gathering and how consumers responsibly use that information.
