BMW says ‘no thanks' to tech companies and advertisers asking for connected car data

The German carmaker will not be selling on data it collects on drivers

SAP and BMW are working on a system that connects drivers with real-time offers and services.
SAP and BMW are working on a system that connects drivers with real-time offers and services.

BMW refuses to yield to tech and advertising firms that are eyeing up the carmaker's connected car data, it revealed during the Detroit Motor Show.

Speaking at the North American International Auto Show, BMW'S sales and marketing lead, Ian Robertson told The Financial Times that the carmaker is taking the issue of wireless connectivity in cars and data privacy extremely seriously.

"There's plenty of people out there saying: 'Give us all the data you've got and we can tell you what we can do with it'".

Aside from location and speed information collected by telematics, Robertson added that carmakers like BMW could tell whether a child is sitting in the car through weight sensors in the seats.

He said: "Several companies have said: 'We'd like to know that data because then we will know whether it's an adult or a child sitting in the car'...'If you also tell us how long the engine's been running, then we know...from the navigation system, they're about to pass a McDonald's, the car's been running for three hours, and the child's probably hungry.'

BMW were the first carmaker to offer factory-fitted telematics into their models so customers could benefit from usage-based insurance.

The issues surrounding data privacy for drivers will continue to be a hot topic alongside security and legal issues as cars become more connected and, eventually, more autonomous.

Telephone companies, as well as insurers, are investing in telematics to offer customer's better rates in exchange for monitoring their driving.

These companies could use this information to sell to third parties, like local authorities, to improve town planning, Telefonica told ComputerworldUK last year. Further, there is an opportunity for restaurants and shops to offer location-based push notifications when a car drives past certain chains - enticing the driver to stop.

Connected and driverless cars were the hot topic at the annual consumer tech show, CES, last week, where Ford's chief technology officer claimed driverless cars would be available to buy within five years.

Image credit: BMW Mini Superleggera

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

Latest Podcast

More podcasts

Sign in