Porsche said it hopes to accelerate its data-driven business model while also maintaining the privacy of its customers. To this end, it will adopt four new policies to provide customers with interconnected services while minimizing the impact on customer data.
The automaker said that although privacy has always been a concern, its initiatives in the past met legal privacy requirements, but did not go further.
Now, Porsche wants to go beyond meeting compliance standards and provide its customers with comprehensive data privacy as a selling point. The automaker believes that since more than a few technology giants invest in this concept as a strategic focus, it should do the same.
Christian Volkel, Porsche’s Chief Privacy Officer and Group Privacy Director, said: “In the future, trust in brands should not only be characterized by the quality of products and services, but also by customers’ feelings about firm control over their own data. Porsche is the embodiment of freedom, a brand for those who pursue their dreams, and this freedom should also be reflected in the digital business model.”
In order to achieve this goal, Porsche divides privacy into four perspectives. The first focuses on the overall functions of its “Corporate Strategy 2030”; the second is defined by its corporate values; the third is based on OECD fair information principles and traditional privacy goals; the fourth covers Porsche Your own privacy.
In practice, this will mean, for example, improving the privacy user interface in their vehicles. The company said that Taycan has made a big leap in this regard, allowing customers to have transparency in the data processing in the vehicle through simple control. In the next few generations of cars, this function will only be improved.
With the increase in data collection on traffic, safety, and even lap times, the company aims to balance local and central data storage in order to gain more customer sovereignty. Porsche’s efforts include not only its customers and employees, but also its partners and stakeholders.
The company wrote: “Porsche believes in the future viability of privacy, including as a competitive advantage, and will convey privacy to its customers in a bold and pioneering spirit.”