My car, my journeys, my data?

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The car has become a treasure trove of data: From location data to traffic safety data to information about technology, everything is collected diligently. But to whom does this data pool actually belong and for what purposes has it been used so far?

The constant connectivity and the associated data retrieval distinguishes the Germans dearest child more and more as a potential part of the internet. The exchange of data therefore ultimately not only plays a role for topics such as autonomous driving, but also for many other areas. But which collected data will play a role now and in the future? And who actually has data sovereignty?

The road and automobile traffic have become a valuable source of data with the help of the Internet. One example of this is the “Connected Car” (in German: networked car). The integration of mobile radio systems in the car means that the Internet can be conveniently accessed. By integrating a SIM card in the car, a connection to the mobile H.igh-speed-IInternet of the current LTE standard established. Since April 2018, all new cars in the EU must also have the emergency call systemem “eCall “ excludedbe equipped. This can detect accidents with the help of sensors and automatically report them via the integrated mobile radio systemen Emergency call awhich also contains the exact location data of the car.

The sense of a “connected car” goes far beyond that, because the car can also access traffic data with Internet access. The goal: to optimize the journey and increase safety. Internet access can be used to communicate with other vehicles and to exchange data with the traffic infrastructure. Accidents can be minimized with information about the direction of travel and speed as well as possible braking processes. The other vehicles – if they are also cars from the “Connected Car” category – can then react accordingly. In addition, the data exchange can also lead to a better flow of traffic by being connected to intelligent traffic control systems and thus receiving information about traffic light phases and current traffic jams.

Marketing also benefits from the data collected: the vehicle data can be used to display personalized services and advertising to the customer. Location-based services can thus be displayed to the customer via the localization. On the other hand, the data collected provides the insurance industry with a range of information: This is because valuable information on driving behavior can be gathered from it, which can have an impact on insurance tariffs. At the same time, this information can flow into personalized, data-based marketing. What is often perceived as annoying on the smartphone can create added value with the appropriate alignment to the needs and demands of the target person in the car. Especially when the marketing messages are played out at the right time and in the right place, they are perceived as positive by users, like one PwC study shows.

The end customer often does not even notice the business with the data. According to a nationwide, representative survey by the expert organization Dekra However, 88 percent of motorists in Germany want to determine for themselves what happens to the data from their own vehicle. The crux of the matter: At the moment, only the vehicle manufacturers have data collected in a vehicle that allows conclusions to be drawn about the driving behavior and to third parties can be passed on. Even if the data is transmitted anonymously, it still remains location data by means of which movement profiles can be created and in this way specific persons can possibly be identified. It is important to many users to maintain sovereignty over their data.

the Automechanika Frankfurt is the international trade fair for the automotive industry for equipment, parts, accessories, management and services. From September 14-16, 2021 the event will take place once in the “Digital Plus” format and, in addition to an exhibition on the exhibition grounds and an exciting supporting program, offers all participants the possibility of digital participation, presentation and networking. The event is an established industry meeting point for experts, mobility pioneers and trade visitors from the aftermarket to discuss current topics and trends for industry, workshops and retail.

At Automechanika Digital Plus 2021 you will find out which trends will move us tomorrow. Be there and help shape the future of mobility.

Find out more about Automechanika 2021

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