BMW's ultimate data
BMW does not believe in sharing Big Data when it comes to the connected car, writes Steve Mullins. The German automaker is declining requests from tech firms and advertisers to open up its digital books and let them have a look at the information it collects. Those doing the asking are highly likely US-based firms and BMW’s stance on doling out data on all and sundry will be soundly European, and profoundly German – data protection laws are notoriously tough in Germany.
There’s plenty of data caution in Europe. In December, a European Commission survey found that while over half of EU consumers would be up for driving a connected vehicle, close to 40% said that connectedness would be on the basis of data anonymity, or the capacity to opt in to data services.
However, don’t go thinking BMW is a stick-in-the-mud here. The maker of those ultimate driving machines was among the first car makers to fit telematics into its cars so customers could get behaviour-based insurance.