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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in