Porsche says it wants to accelerate its data-driven business model while also maintaining the privacy of its customers. To do that, it will adopt a new four-pillar policy to offer its customers connected services while minimizing the impact on their data.

The automaker says that, although privacy has always been a concern, it has, in the past, launched initiatives that fulfilled legal privacy requirements but didn’t go any further.

Now, it says that it wants to go beyond meeting compliance standards to offer its customers full data privacy as a selling point. The automaker argues that since more than a few tech giants are investing in the concept as a strategic priority, it should too.

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“In the future, trust in the brand should be characterized not only by the quality of the products and services but also by the positive feeling enjoyed by customers who are firmly in control of their own data,” Christian Völkel, Chief Privacy Officer & Director Group Privacy at Porsche AG, says. “Porsche is an expression of freedom, ‘the brand for those who follow their dreams,’ and this freedom should also be expressed in digital business models.”

To achieve this, Porsche has divided privacy into four perspectives. The first focuses on the overarching 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 objectives; and the fourth covers Porsche’s own privacy.

In practice, that will mean things like improving the Privacy User Interface in its vehicles. The Taycan took a big leap in this regard, the company says, by giving customers transparency over data processing in the vehicles with simple controls. With ensuing vehicle generations, the function will only improve.

As data collection about traffic, safety, and even lap times increases, the company aims to balance local and central data storage with a view to more customer sovereignty. Not only will Porsche’s effort include its customers and employees, but its partners and stakeholders as well.

“Porsche believes in the future viability of privacy, including as a competitive advantage, and will communicate privacy to its customers both boldly and with a pioneering spirit,” the company writes.