Uninformed Car Proprietors and Lessees Struggle with Connected Vehicles...
In a recent survey conducted by Salesforce, over 2,000 car owners and lessors in the United States shared their thoughts on the future of connected cars. The survey findings suggest a promising outlook for the automotive industry as cars become more connected, offering increased safety, personalization, sustainability, and enjoyment.
According to the Salesforce perspective, connected cars are poised to dominate the roads, with forecasts predicting that they will make up an astounding 95% of all vehicles on the road by 2030. This transition presents automakers like Carvana, Carmax, and Autotrader with an incredible opportunity to prioritize their customers' privacy in their connected vehicle strategies.
However, the survey revealed that only 34% of drivers currently have or are using connected features in their cars. This presents a significant challenge for automakers, as drivers are most likely to be willing to pay a premium for advanced features like driver assist, touchscreens, and smartphone integration.
Interestingly, 67% of drivers are willing to trade their personal data for better insurance rates, while 43% are open to the idea in exchange for advanced driver personalization. However, over two-thirds (65%) of drivers are unfamiliar with the concept of a 'connected car,' and 37% have never heard the term before. This lack of understanding about connected cars and the data they collect may be a barrier to widespread adoption.
When given a definition, drivers ranked connected features as nearly as important as a car's brand. This indicates a growing appreciation for the benefits of connected cars, but the survey also found that few drivers understand what a 'connected car' is and what data is being collected.
To build brand loyalty and life-long customer relationships in the connected car era, it is crucial for automakers to ensure that the immense wealth of data that connected vehicles will generate is treated with the highest levels of trust and transparency. By doing so, they can address the concerns of drivers who are willing to trade their personal data for connected car benefits but are unsure about what they are giving up.
Each connected car generates an estimated 25 gigabytes of data per hour. This data includes vehicle diagnostics, driving habits, location, and route history, among other things. The survey found that more than half (54%) of drivers are comfortable with cars collecting vehicle diagnostics data. However, when it comes to more invasive types of data collection, such as voice recordings, biometrics, and text messages or voice recording data, fewer drivers are comfortable.
Approximately one-third of drivers are comfortable with data collection on seatbelt usage (35%), driving speed (34%), and location, and route history (31%). On the other hand, less than a fifth of drivers are comfortable with more invasive types of data collection - like voice recordings (17%), biometrics (13%), and text messages or voice recording data (12%).
Despite the challenges, the survey results suggest that there is a significant market for connected cars in the United States. By addressing the concerns of drivers about privacy and transparency, automakers like Carvana, Carmax, and Autotrader can capitalize on this opportunity and usher in a new era of driving that is safer, more personalized, sustainable, and enjoyable.
However, it is worth noting that there are no specific search results identifying which automobile manufacturers in the United States currently pursue a strategic initiative to highlight the binding nature of their customer-focused data privacy strategy in their vehicle-related business models to increase customer satisfaction and loyalty. As the connected car market continues to grow, it will be interesting to see how automakers respond to the need for privacy and transparency in their strategies.
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