Connected Car Data: Unlocking Proactive Services and New Value Streams for Automotive Brands
The automotive industry is experiencing a seismic shift. As vehicles become increasingly connected, the data they generate is transforming not only how drivers interact with their cars, but also how automotive brands deliver value, foster loyalty, and unlock new business models. At Publicis Sapient, we help automotive organizations harness the power of connected car data to deliver proactive, predictive services and create digital ecosystems that benefit both customers and brands.
The Connected Car Revolution: Data as a New Superpower
Modern vehicles are no longer just machines—they are sophisticated digital platforms, equipped with sensors, connectivity, and software that generate terabytes of data. This data explosion is a new superpower for automotive organizations. It enables brands to know more about their customers’ vehicles than ever before, opening the door to a range of proactive services:
- Predictive Maintenance: By analyzing real-time vehicle data, brands can anticipate issues before they become critical, scheduling maintenance and repairs proactively. This not only reduces breakdowns and downtime but also enhances safety and customer satisfaction.
- Personalized Offers and Experiences: Connected car data allows for the delivery of tailored offers, content, and services—whether it’s recommending the nearest charging station, suggesting a service package, or providing in-car commerce opportunities.
- New Business Models: The data generated by connected vehicles enables innovative models such as subscription services, usage-based insurance, and peer-to-peer mobility platforms, creating new revenue streams and deepening customer engagement.
Real-World Impact: The AA’s Digital Transformation
A prime example of this transformation is the work Publicis Sapient has done with the AA, one of the UK’s most iconic automotive brands. By embracing connected car technology, the AA is accelerating towards a future where data is at the heart of every customer interaction. The organization’s digital transformation journey includes:
- Leveraging AI and Real-Time Data: The AA is investing in connected car initiatives that will allow it to know so much about its customers’ vehicles that it can help them before they ever break down. This proactive approach is redefining roadside assistance and driving support.
- Modernizing Digital Journeys: From re-platforming breakdown and insurance buying journeys to launching new digital products, the AA is using data and AI to deliver faster, more convenient, and more personalized experiences.
- Balancing Digital and Human Care: By integrating AI-driven tools with human expertise, the AA is striking the perfect balance between digital convenience and the trusted support drivers expect.
Industry-Wide Best Practices: Building Digital Mobility Ecosystems
Publicis Sapient’s experience extends across the automotive landscape, helping brands build digital ecosystems that connect vehicles, drivers, partners, and infrastructure. Notable examples include:
- Renault Plug Inn: An award-winning peer-to-peer platform that connects EV drivers to a vast network of home and business charging stations. Powered by AI, Plug Inn matches drivers with available charging points, predicts demand, and facilitates seamless transactions—creating new revenue streams and fostering community-driven value.
- Digital Showrooms: For global automakers, we have built cloud-native platforms that consolidate car shopping data from hundreds of markets. These platforms use AI to personalize the customer journey, prioritize offers, and drive a 900% increase in test drives, demonstrating the power of data-driven engagement.
Overcoming Challenges: Data Integration, Privacy, and Trust
While the opportunities are immense, leveraging connected car data comes with challenges:
- Data Integration: Automotive organizations must break down silos and integrate data from vehicles, digital touchpoints, and partner ecosystems to deliver seamless, real-time experiences.
- Privacy and Security: With great data comes great responsibility. Ensuring data privacy, cybersecurity, and regulatory compliance is paramount to building and maintaining customer trust.
- Human-Centered Design: Technology should enhance—not replace—the human element. Publicis Sapient’s approach ensures that AI and data-driven solutions are intuitive, emotionally resonant, and always keep people in the loop.
The Road Ahead: From Imagination to Realization
As the automotive industry accelerates into a future defined by electrification, shared mobility, and digital ecosystems, connected car data will be the engine driving new forms of value. Publicis Sapient’s SPEED model—Strategy, Product, Experience, Engineering, and Data & AI—ensures that every transformation is grounded in strategic vision, rapid product development, robust engineering, and advanced data capabilities.
We help automotive brands:
- Deliver proactive, predictive services that delight customers and reduce costs
- Create new business models and revenue streams through digital platforms
- Build trusted, human-centered digital ecosystems that foster loyalty and growth
Ready to unlock the full potential of connected car data? Connect with Publicis Sapient’s experts to start your journey toward proactive services and new value streams in the era of digital mobility.