The key priority for the Auto Care Association is vehicle telematics and shops’ rights to access vehicle data, according to the group. As such, the Auto Care Association is laying the groundworks for an education campaign on telematics and the connected car for consumers, policymakers and the industry. The association’s plans were unveiled on May 4 at its board of directors meeting in Bonita Springs, Florida.
Representatives of the Powell Tate public relations agency, hired by the association, presented details of the strategic planning process they will undertake in creating the campaign to raise the awareness of the implications of access to vehicle diagnostic data to vehicle owners and the auto care industry. Key deliverables will include consumer, industry and policymaker research, creative development, messaging, audience targeting strategies, advocacy strategy and measurement.
“Our association has identified telematics as its No. 1 priority, and the leadership has authorized the resources necessary for us to step up to the plate and create a strategic communications and advocacy campaign playbook,” said Bill Hanvey, president and CEO of the Auto Care Association. “We have every intention of sharing the research findings, strategies and tactics with other stakeholders in the industry and encourage these partners to help raise the awareness and understanding of the realities of vehicle telematics pertaining to diagnostic data access.
“We must ensure that vehicle owners have the right to direct their vehicle’s diagnostic data to independent repair shops. And we must ensure that the independent aftermarket has the same access to the data as the car companies. If the consumer owns their vehicle, they own the data too, and they should decide where the data is transmitted.”