Fiat-Chrysler scored a minor win in the pursuit for collaboration, as CEO Sergio Marchionne continues to seek out partners, and possible mergers, for his plethora of brands. However, before FCA inked a deal with Google to develop autonomous vehicle technologies, General Motors was in Google’s sights.
According to Jalopnik, GM politely rejected the deal. Why? For the same reason BMW and Daimler passed on a deal to help Apple with a rumored vehicle program: big data collection. In the agreements, it was disputed between GM and Google on who would own the data collection in the future. Things like where a driver shopping, what he or she eats, what sites they browse on tablets are all a part of big data.
And its a treasure trove for marketers. You can see why it can be worth big money.
BMW and Daimler reportedly weren’t comfortable offering up engineering and manufacturing capabilities without a piece of the datum pie, and the same is now applicable to GM.
FCA will likely give in to Google’s terms on data collection, but it may not be a bad thing. Unless an automaker plans on building a solution on its own, is the data really that powerful to a manufacturer? We won’t know that answer, since every other automaker has declined to explore.