Auto Care Insider Volume 101 - 2
AND THE SURVEY SAYS...
YES THEY CARE!
AS I've said before in this column and
in numerous speeches and meetings,
telematics and emerging technologies
are the association's top priority. That's
why earlier this year, the association
engaged the Powell Tate agency
to conduct formative research and
create a strategic communications and
advocacy plan - our playbook - to raise
the awareness and understanding of
the implications of vehicle telematics
among vehicle owners, the auto
care industry and policymakers.
While the association identified
telematics as our number one issue,
we needed to learn just how important
this issue is to car owners and our
members. As you will see from the
research results in this issue, both
consumers and the industry care
a great deal, especially when they
are presented with the facts.
We have dedicated the cover of
the magazine and a four-page feature
article on telematics that shares
some topline research findings upon
which the playbook was built.
I want to share some research
finds from our members that you will
not find in the article. The numbers
clearly validate why the Auto Care
Association stepped up to the plate and
took a leadership role in conducting
extensive research to inform ourselves
AUTO CARE INSIDER |
on the issue and understand how best
to position telematics and gain and
leverage support for our ultimate goal
- to ensure that consumers have the
right to choose where their vehicle data
is transmitted and that independent
repair shops have access to that data.
One statistic we should all be proud
of is that 96 percent of our members
trust the association for information
about telematics, more so than their
own employer, other aftermarket
trade associations and trade media.
Following are more facts from
the comprehensive research:
91 percent are familiar
90 percent believe that
vehicle owners should have
access to the data.
93 percent believe the vehicle
owner should be the one to decide
who can access the data.
91 percent are willing to take action
to give vehicle owners the ability to
control who has access to their data.
97 percent believe that telematics
will help the aftermarket provide
better service to customers.
96 percent believe telematics
systems will increase the
efficiency in servicing vehicles.
90 percent believe telematics will help
the aftermarket grow its business.
Auto Care Association
President & CEO
As you will see
from the research
results in this issue,
and the industry
care a great deal,
they are presented
with the facts.
Now we know what our members
believe about telematics, and we
have comprehensive insight into what
consumers know and think about
telematics, too. Next step - we will
continue to pursue a negotiated
settlement for the consumer's right to
own and direct their vehicle's data with
the automakers. Should we not be able
to reach an agreement, we will initiate
this dynamic campaign on behalf
of all vehicle owners, policymakers
and the auto care industry.
Table of Contents for the Digital Edition of Auto Care Insider Volume 101
Auto Care Insider Volume 101 - Intro
Auto Care Insider Volume 101 - Cover1
Auto Care Insider Volume 101 - Cover2
Auto Care Insider Volume 101 - 1
Auto Care Insider Volume 101 - 2
Auto Care Insider Volume 101 - 3
Auto Care Insider Volume 101 - 4
Auto Care Insider Volume 101 - 5
Auto Care Insider Volume 101 - 6
Auto Care Insider Volume 101 - 7
Auto Care Insider Volume 101 - 8
Auto Care Insider Volume 101 - 9
Auto Care Insider Volume 101 - 10
Auto Care Insider Volume 101 - 11
Auto Care Insider Volume 101 - 12
Auto Care Insider Volume 101 - 13
Auto Care Insider Volume 101 - 14
Auto Care Insider Volume 101 - 15
Auto Care Insider Volume 101 - 16
Auto Care Insider Volume 101 - 17
Auto Care Insider Volume 101 - 18
Auto Care Insider Volume 101 - 19
Auto Care Insider Volume 101 - 20
Auto Care Insider Volume 101 - Cover3
Auto Care Insider Volume 101 - Cover4