Automotive News Canada - March 2020 - v2 - 17

17

* MARCH 2020

THE DRIVE FOR DATA SPECIAL REPORT

MINING THE 'NEW GOLD'

By JOHN IRWIN
TORONTO BUREAU

Riches await the industry, but there are steep hills
to climb, including securing public trust and deciding
whom the data the belongs to and how to use it

THE AUTO SECTOR NEEDS
to get a grip on how to monetize data while addressing
privacy concerns in the age
of connected and autonomous
vehicles, say industry experts.
A new study shows that a
Hainsworth, a futurist who
majority of Canadian consumspoke at the February summit
ers appear willing to give up
of the Canadian Automobile
some of their personal informa- Dealers Association (CADA)
tion to automakers or dealers,
in Toronto. "You'll know when
as long as they
a customer is
see some sort of
going to walk
benefit to doing
in the door
so.
before they
But the
know they're
industry hasn't
going to walk
figured out
in the door.
how to moneBut if the dealtize what some
ers don't have
experts are callaccess to that
ing the "new
kind of data,
gold," said
if it's all proRyan Robinson,
prietary and
a co-author
owned by the
of Deloitte's
[automakers]
2020 Global
or because of
Automotive
privacy conConsumer
cerns it's
Study of more
owned by the
Deloitte's Ryan Robinson:
than 35,000
driver, you're
Before monetizing data
respondents
not going to get
collected from the vehicles
from 20 counaccess to that
it builds, the auto industry
tries, including must first deal with issues
information.
Canada.
"It's critsurrounding privacy and
"The probical for the
ownership of that data.
P H O T O V I A R YA N R O B I N S O N
lem that autoauto industry
makers and
to come to an
brands are having right now is
understanding of who owns
that this topic of data monetiwhat data before we can leverzation is not in their traditionage it."
al wheelhouse," said Robinson,
Robinson said automakers
the Toronto-based automotive
could seek partnerships with
research leader at Deloitte. "So
digital companies to figure
they're slow to respond and fig- out ways to monetize personal
ure out how to do it."
data while securing consumThe survey found that about ers' trust.
two-thirds of Canadian conColin Dhillon, chief technisumers are comfortable with or cal officer at the Automotive
interested in sharing personParts Manufacturers'
al information with automoAssociation, said the solution
tive brands or dealers if they
for car
see a "significant benefit to it,"
companies
according to Robinson.
could be
While he conceded that
more highwhat constitutes a "significant
tech partbenefit" is "an open question,"
nerships
automakers must come to grips
and acquiwith that willingness of consitions as
sumers, particularly younger
they look
ones.
to gain an
edge in
Colin
Dhillon:
PARTNERSHIPS 'A SOLUTION'
technology
Joint ventures
and emergAutomakers, suppliers and
with high-tech
ing fields.
tech companies are developing
players could
technologies to support conhelp automakers He pointed
to Ford's
nected vehicles that would use
gain ground in
recent
data about the vehicle, a drivthe competition
investment
er's habits and even their biofor data.
in the elecFILE PHOTO
metric data to enhance safetric pickup
ty and vehicle performance.
startup Rivian.
Dealers, meanwhile, could use
"You're going to see technolinformation about customers'
ogy companies and these new
driving and shopping habits to
start-ups leading the way."
predict when they will need a
Still, while consumers
new vehicle and even the type.
might be willing to give up
"If you leverage the data
personal information through
that any autonomous vehicle
daily use of their smartphones
is going to pump out, you'll
and other devices, there could
be able to move your busibe a backlash as more data is
ness forward in ways you
collected in their vehicles and
couldn't before," said Michael

The problem that
automakers ... are
having right now is
that this topic of data
monetization is not
in their traditional
wheelhouse.
So they're slow to
respond and figure
out how to do it.
RYAN ROBINSON
privacy concerns mount, he
said.
"I think, at the moment, we
are maybe, globally, somewhat
naive."

Co-author of Deloitte's
2020 Global Automotive
Consumer Study
David Adams, CEO of the
Global Automakers of Canada,
said ensuring data is protected should be a top priority

for auto companies moving
forward. The industry must
also be transparent and flexible with consumers and make
privacy statements as simple to understand as possible,
said Adams,
whose organization represents the
Canadian
operations of
15 car companies.
"It's in the
automakDavid Adams:
ers' best
Car companies
interests to
must take
keep that
kind of data seriously the
public's right
protected
to privacy.
and secure
because fun- F I L E P H O T O
damentally
that's the basis of a lot of the
relationship going forward."
The Deloitte survey showed
that Canadians are generally
more comfortable with companies having some kinds of
information than others, said
Robinson. While respondents
list biometric data as the "most
concerning" type of information that could be shared, they
are least concerned about sensor data that could disseminate
information about a vehicle's
health, he said. - ANC

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Automotive News Canada - March 2020 - v2

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Automotive News Canada - March 2020 - v2 - Intro
Automotive News Canada - March 2020 - v2 - 1
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Automotive News Canada - March 2020 - v2 - 28
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