The car isn’t just a car anymore. It’s the center of a dynamic — and ever-expanding — data ecosystem. From design and development through to services and subscriptions, data has become the driving force in automotive today.
For manufacturers, that creates challenge and opportunity in equal measure. Extracting the right insights from that vast sea of information can lead to transformative outcomes. Processes can be made more efficient, the customer experience improved, and R&D revolutionized. With the right approach, the data collected can even be monetized — sold to third parties like advertising firms and technology companies.
Without adequate safeguards in place, however, that data ecosystem also poses enormous risks. Sensitive, personally identifiable information (PII) can co-mingle with basic diagnostic data, making already unwieldy datasets even harder to manage. And, as vehicles continue to become smarter and even better connected, the amount of data that manufacturers need to contend with will only increase.
Let’s take a look at some of the key sources — and uses — of automotive data as it stands today.
Even a basic connected vehicle now generates, transmits, and receives a wealth of critical information. Martin Gutberlet, Industry Principal, Manufacturing (EMEA), from Snowflake suggests that — across telematics, entertainment, apps, and more — a connected car can create as much as 25 gigabytes of data every hour. The data collected includes:
Telematics is no longer limited to just GPS coordinates and route information. Modern telematics systems gather data on everything from vehicle movement (speed, acceleration, braking, and cornering) through to diagnostics (fuel consumption, engine faults, battery voltage, and odometer readings).
Advanced systems may also track information on driver behaviors like seat belt usage and idling time, as well as general environmental data like door status and Bluetooth connections.
Cars are now a home-away-from-home for drivers and passengers alike. Audio streaming apps like Spotify and Audible sit side-by-side with video-on-demand services like Disney+ and Amazon Prime, the latter of which are integrated into vehicle displays and inbuilt backseat screens. Some vehicles even include integrated gaming capabilities in the form of Tesla Arcade and Nvidia’s GeForce Now streaming service.
Naturally, all of the above require data to be streamed to the car at high bandwidths — regardless of location.
Today’s vehicles are brimming with smart technology, much of which is underpinned by advanced data analytics.
Smartphone integration allows users to mirror their device to the car, while voice control allows for hands-free activation of key features and functions. Wider internet connectivity is also now available as standard within most high-spec modern vehicles.
The average connected vehicle now has around 100 sensors, up to 10 of which can be housed within the engine alone. These highly specialized devices monitor everything from oil levels and tire pressures, through to airbag deployments and window positions. The data they produce can be used in everything from predictive maintenance and traffic management, to the creation of personalized services for owners.
By analyzing data provided by remote sensors and maintenance logs, manufacturers can identify — and remedy — potential issues before they turn into serious problems. Increasingly, this includes proactive communications to customers advising on recalls or repairs. The ability to dynamically mask customers’ information and control who has access to what data will allow you to adhere to driver consent agreements and deliver best-in-class service — without violating drivers’ trust.
Market insights, expert commentary, and the latest data security news in Driving Change — Immuta’s dedicated automotive magazine.
