Auto Care Insider Volume 101 - 5

Access to embedded vehicle telematics is the number one issue for the Auto Care Association. Depending on the actions of our industry, telematics could be either a very real threat to the independent auto care industry, or a tremendous competitive business opportunity. ematics Playbook Today, an increasing amount of information is being transmitted by vehicles via telematics to the vehicle manufacturer, technology service provider, wireless carrier and other third parties using cell phone technology. Most vehicles currently or soon will have the ability to wirelessly transmit diagnostic data on the health of the vehicle. If vehicle owners do not have the ability to determine where this information is transmitted via the telematics system, the independent auto care industry will be at a significant disadvantage to the car makers and their dealers, in communicating with vehicle owners, obtaining diagnostic data while the vehicle is on the road and in obtaining the supply chain efficiencies that telematics has the potential to bring to the independent repair aftermarket. Facing the very real challenges of telematics, the association commissioned the Powell Tate agency to conduct formative research and develop a strategic communications and advocacy plan to educate consumers, industry members and policymakers about the implications of vehicle telematics. The ultimate goal, through legislation or an agreement with car companies, is to preserve competition in the repair industry by moving control over the data transmitted by a vehicle to the car owner and away from the vehicle manufacturer. The research has been completed and the plan has been delivered. The research and entire strategic development process was designed to land on a strategic positioning statement that will drive the campaign. Based on the research and analysis, we arrived at the platform that will be the anchor point for all campaign activities and engagement: "YOUR CAR. YOUR DATA. YOUR CHOICE." Following are topline findings from the qualitative and quantitative research that provided the vision, platform, strategies, tactics, creative and messages of how we can ensure that car owners can choose where their vehicle's diagnostic information goes and that independent repair shops have access to this information. The association's next step is to continue to pursue a negotiated settlement for the consumer's right to own and direct their vehicle's data with the automakers. If an agreement is not reached, the association will begin this dynamic campaign on behalf of all vehicle owners, policymakers and the auto care industry. www.autocare.org 5 http://www.autocare.org

Table of Contents for the Digital Edition of Auto Care Insider Volume 101