Car drivers unlikely to get data ownership, says KPMG
UK automotive executives expect carmakers to get ownership of driver data, rather than the drivers themselves, according to KPMG’s Global Automotive Executive Survey 2019.
The survey found 35% of UK automotive executives expect the owner to have data ownership of their vehicle. This contrasts with the 47% of consumers who believe that the owner of the vehicle should be the sole data guardian.
Justin Benson, head of automotive at KPMG UK, said: “With all new vehicles having connectivity features, the opportunity to gather data and offer better and more effective services is increasing. This will be equally as valuable to vehicle systems operators as personal data and I expect that it won’t be the driver who owns and has access to it. So carmakers need to identify how to turn data into value for both their customers and their balance sheets. It’s also important that the focus extends to ensuring that the data is kept secure as this will be key for automotive and mobility brands to maintain customer loyalty and trust.”
The study also found that drivers will soon pay for car travel like a Netflix subscription. The majority (67%) of automotive executives believe they are capable of managing a platform service, like an app, to offer mobility services.
Benson continued: “No longer will you be signing up for a lease or PCP (personal contract purchase) every few years, as you’ll have a regular payment which will give you access to the use of a vehicle in the first instance. And further down the line in the not too distant future, there will be subscriptions that combine all travel modes into one.”
The research also found that just over half (53%) of UK executives believe that car production in Western Europe will have reduced to less than 5% by 2030, compared to two out of three (67%) automotive executives across the globe. And 51% of UK executives believe the number of dealerships will be reduced by 30-50 per cent by 2025.