Today’s vehicles are more connected than ever. From the moment the engine starts, data is being collected, such as information about how the vehicle is driven, where it goes, and even what might need repair soon. For most drivers, all of this is happening quietly in the background.
The challenge is that many people do not realize how much data their car is creating, or who has access to it. AIA Canada’s Consumer Behaviour Series report, Data dynamics: Exploring vehicle owners data awareness, ownership, and sharing, edition 2024, dives into this issue, and sheds light on how Canadians view vehicle data ownership, transparency, and control—and what that means for the auto care industry.
Many drivers are still in the dark
Ask someone what kind of data their vehicle collects, and you may get a vague answer. While a few people might mention engine codes or GPS, very few understand that modern cars track a wide range of details, like fuel efficiency, driving habits, and maintenance needs.
Because this information is not always explained clearly, drivers often feel uncertain. They do not know what is being collected or how it affects them, which can make it harder for them to feel confident about their choices.
People believe that data should belong to them
Even though drivers may not know all the details, they do have a strong opinion on one key issue: they believe that they should own the data their car produces. 78 per cent of vehicle owners feel it is only fair that vehicle owners, not manufacturers, have control over how their information is used.
However, most Canadian vehicle owners are not against sharing their vehicle data. In fact, 70 per cent are open to it when they understand how it can help and if it makes sense, whether that be speeding up repairs, making processes more efficient, or ensuring accuracy.
That being said, consumers want clarity. They want to know what data is being shared, who is getting it, and what the benefit is. When that transparency exists, people are much more willing to say yes.
When access is limited, so are choices
If independent repair shops do not have access to key vehicle data, it can affect where people take their cars for service. Nearly 75 per cent of Canadian vehicle owners support fair access to vehicle data, stating it is critical to preserving their right to choose independent service providers. When independent shops can’t access essential diagnostic information, it limits competition and consumer choice.
Looking ahead
As vehicles become more connected and data-rich, the conversation around vehicle data is becoming more urgent. Auto care professionals have an opportunity to lead with transparency, fairness, and consumer-first thinking. The road ahead is digital, and with the right approach, it can be empowering for everyone involved.
For more insights, get your copy of the report, Data dynamics: Exploring vehicle owners data awareness, ownership, and sharing, edition 2024, today, free for AIA Canada members, and $199 CAD for non-members.