Plans for the creation of an education campaign on telematics and the connected car intended for consumers, policymakers and the industry were unveiled at the Auto Care Association’s 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 “playbook” 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, 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,” said Hanvey.