As July came to a close, the California Privacy Protection Agency (CPPA) announced that it was launching a review of the data protection regimes, or lack thereof, covering assisted driving systems…

Yet some observers, like Choudhuri, see this as an opportunity for such businesses rather than a burden. “While initial reactions might view these regulations as cumbersome or barriers to innovation, they can serve as catalysts…

They should be careful, however, because customers can be sensitive to practices seen as financially exploitative. Raj Rajkumar, professor of electrical and computer engineering at Carnegie Mellon University, pointed out: “There is a ton of value in tracking user habits for marketing purposes. It is hard to imagine that this value will go untapped within cars. However, carmakers and their suppliers need to respect privacy and only use versions that filter out user identities. Else, there will be a backlash at some time or the other.”