A just-released report by the Automotive Industries Association of Canada says that nearly half of all Canadian car owners say they would be more likely to be proactive with vehicle maintenance if they knew what kind and how much data their car collected, revealing an opportunity for the aftermarket. 

“Data Awareness, Ownership & Sharing: Vehicle Owner Attitudes Towards In-Car Data,” part of the association’s Consumer Behaviour Series, contains the responses gathered from 2,000 vehicle owners and also revealed that 56% want to know how much data their cars produce, and 65% want to know who controls it.

The report says that less than a third of respondents feel they have a clear idea of the data their vehicle produces. And while 65% would like to know more, only 38% have any idea where to start looking.

In short, the report reveals a significant knowledge gap in terms of vehicle owners knowing the true landscape of the data their vehicles produce, and where it goes.

Other key finding include:

66% would support standardized open access for telematics;

73% would wirelessly transmit certain vehicle diagnostics to their regular ASP to keep them updated on repair and maintenance timelines;

68% would wirelessly transmit certain vehicle diagnostics to their local dealership so that they could keep them updated on repair and maintenance timelines;

80% agree that vehicle manufacturers should be doing more to educate Canadians about vehicle data ownership;

68% agree that the government should be doing more 80% agree that vehicle manufacturers should be doing more to educate Canadians about vehicle data ownership.

“Knowing how much data gets left behind and tracked from everyday actions can be concerning or overwhelming for consumers to think about,” sates the report.

“While some may encourage the tracking of their data by staying up to date with the latest devices and apps that they know collects data and information, some consumers may not be aware of how much data is collected while others are aware and have concerns about the collection of their personal information.

“This holds true for data collected through consumer’s own vehicles. Are consumers aware of the information their vehicle is collecting and who has access to this data? And more importantly, are they aware of how this access could have an impact on where they can take their vehicle for maintenance and repair?”

The report is free to AIA of Canada members, $199 CAD for non-members HERE

A no-charge Executive Summary is also available.