The document discusses the future of connected cars and the data they will generate. Connected cars will be able to sync data like vehicle diagnostics, mileage, and entertainment usage to drivers' phones and computers. This data could enable preventative maintenance alerts and more personalized service. However, sharing this data raises privacy issues, as automakers and other companies will want to use it for marketing. For connected cars to be successful, customers will need to understand the benefits of data sharing and feel their privacy concerns are addressed.

1. Facts, stats and automobiles – the connected future
Jason Warnes, Managing Director of digital agency TH_NK paints a future where
connected cars make driving a safer and more personalised experience. But to
reach this future, the issue of data sharing and ownership will need to be
addressed.
Imagine a future in which you drive home from work and as you pull into the
driveway, your car begins to sync with the manufacturer’s app on your phone,
watch or desktop computer. By the time you’ve got your key in the front-door,
reams of data regarding vehicle diagnostics, tyre wear and tear, mileage and in-
car entertainment behaviour has download for you to view, share and use to
keep your car in tip-top condition.
These connected cars would also send preventative alerts if your tyre tread was
too low or an oil filter needed changing. This is in turn would enable more
efficient servicing and, in theory, improve customer loyalty to these smart car
brands.
It’s a future that’s not a million miles away. The availability of data is driving the
digital revolution and it’s being used to personalise every-day experiences whilst
defining form, function and service for our digital futures.
At the Consumer Electronics Show in Las Vegas this year, Hyundai launched a
smart-watch that can start or unlock a Genesis luxury sedan, Audi showcased the
future of in-car infotainment sys-tems and BMW launched Remote Valet Parking
Assistant technology, which allows the driver to issue a self-parking commend
through their smart-watch once they’ve left the vehicle and also re-call the car
from the garage.
Wearable technology will soon be able to track if the driver is tired, hungry or
dehydrated whilst GPS applications will be able to send in-car messages to the
dashboard, recommending where the nearest outlet of your favourite fast-food
restaurant is or which coffee shop is in the area.
Of course, when buying one of these smart connected cars, you’ll also be signing
up to sharing all that data with the car manufacturer, and the insurance provider
and possibly Apple, Google or who-ever owns the in-car entertainment system.
Oh and then there’s all those marketers who will want to use that data to send
you in-car ads based on your location, preferred choice of in-car music or just
because you once diverted from your normal route to order a McDonald’s drive-
thru.
The digital revolution around cars is incredibly exciting but at the heart of it will
be the battle for hearts and minds when it comes to the sharing of big data.
Already, two-thirds of today’s new cars possess sensors and communications
systems that send and receive data, offering huge potential for
carmakers to find out more about how drivers use their vehicles. Whilst other
companies, such as US car share scheme Car2Go, gather data to personalise the
customer experience.
However, car brands are beginning to feel the heat from tech firms and ad
agencies, who see the immense value of this data to inform on the behaviour,
likes and dislikes of drivers and passengers.
So far, car brands are resisting calls to share in-car data but following Google’s
tie-up with Audi, GM, Honda and Hyundai, to bring its Android operating system

2. to the dashboard of each of these vehicles and Apple making in-roads into car
entertainment systems with CarPlay, how long do we think it will be before the
car manufacturer isn’t the only one to hold data on in-car travellers?
For me, the spread of the digital revolution and the personalisation of big data
through the automo-tive industry holds considerable benefits for both the
dealers and drivers of the future. But there needs to be a communicated value
exchange to allay customer privacy concerns.
I believe that once the customer fully understands the benefits that come from
sharing their in-car data, they will be less concerned about the risk, just as we
have gotten used to sharing user data through social networks and apps in
exchange for entertainment and greater connectivity.
At TH_NK, we believe that innovation in digital for automotive should start with
exploring the benefits of what’s possible. If consumers buy-into the benefits of
safer, more personalised car own-ership then effective use of big data will
become an acceptable part of that.