Porsche says it wants to speed up its data-driven business model while also maintaining the privacy of its customers. To that end, it will adopt four new policies to provide interconnected services to customers while minimizing the impact on customer data.
The automaker said that while privacy has always been a concern, the initiatives it has launched in the past have met legal privacy requirements but have not gone any further.
Now, Porsche wants to go beyond meeting compliance standards and offer its customers comprehensive data privacy as a selling point. The automaker believes that since more than a few tech giants are investing in the concept as a strategic priority, it should do the same.
Christian Volkel, Porsche's Chief Privacy Officer and Group Privacy Director, said: "In the future, trust in brands should be characterized not only by the quality of products and services, but also by the feelings that customers enjoy with 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."
To achieve this, Porsche divides privacy into four perspectives. The first focuses on the overall function of its Corporate Strategy 2030; the second is defined by its corporate values; the third is based on the OECD's Fair Information Principles and traditional privacy objectives; and the fourth covers Porsche's own privacy.
In practice, this will mean things like improving the privacy user interface in their vehicles. The company says Taycan has made a big leap forward in this regard, giving customers transparency into the data processing in their vehicles through simple controls. In the next few generations of cars, this feature will only be improved.
As data collection about traffic, safety, and even lap times increases, the company aims to balance local and central data storage in the hope of gaining more customer sovereignty. Porsche's efforts include not only its customers and employees, but also its partners and stakeholders.
"Porsche believes in the future viability of privacy, including as a competitive advantage, and will communicate privacy to its customers in a bold and pioneering spirit," the company wrote.