What do drivers want from their connected car manufacturers?

In our past two blog posts, we explored how drivers feel about their connected cars’ advanced tech functionalities and their concerns about data privacy. Our Smart Cars, Smarter Consent research report found that while 79% of US-based connected car drivers believe the benefits of certain tech features outweigh the potential privacy risks, manufacturers still have a responsibility to assure customers that their sensitive information is safe and secure.

With data privacy taking center stage, let’s dive into the strategies and tactics manufacturers should implement based on the preferences revealed in the report.

Increased transparency and control

Above all else, drivers want to know exactly what data is being collected, stored, and shared. Eighty-eight percent of drivers agreed the auto industry as a whole needs to make a substantial move towards greater transparency, and 81% believe clearer information and transparency about data collection and sharing practices is a must. Another 85% want reassurance that their data is adequately anonymized.

With more than half of drivers (52%) finding it challenging to understand and manage consent settings in their vehicles, increased visibility must come with increased control. Nearly three out of four respondents who told us they’ve refrained from using certain tech functionalities due to privacy concerns noted these worries would be alleviated if manufacturers provided an option to opt-out, and/or allowed them to select who their data is shared with.

More privacy could mean more revenue

Data privacy has emerged as a major point of consideration for drivers’ purchasing decisions. So much so that 62% told us they’d switch manufacturers if they felt their privacy would be better protected, and 59% would switch if another provider could offer more granular consent options. Note: Chevrolet drivers were 27% more likely to switch manufacturers for better privacy, and 25% more likely to switch for better consent options.

More than a third (37%) of drivers said they’re even willing to pay more for data privacy features. Of those, 94% say a pre-existing foundation of trust with a manufacturer would make them more likely to pay for these features. Note: Gen Z respondents were 32% more likely than average to say they’re willing to pay more for data privacy features.

The power of privacy

The Smart Cars, Smarter Consent report revealed that robust and transparent data privacy is becoming a must-have for connected car drivers. By making the best data and consent management practices part of their value proposition, manufacturers looking to remain competitive in today’s landscape can demonstrate to customers that they deserve their trust – and their dollars!