Introduction:
Recent statistics indicate that a person is more likely
to be a victim of a car crash than a terrorist attack. The growing number of
cases with rental car accidents and increasing safety and regulatory risks
posed to rental car companies has led to many “travel management companies”
that offer these vehicles installing telemetric systems that record and in some
cases, modify driver vehicle behavior .The growth of the rental car market has
led to increasing demand for automobiles capable of providing safety and
comfort at a reasonable price but there is a risk considered from the side of
the rental car company as well. The growing cases of customers revving the car,
applying excessive pressure on the breaks and overdoing the acceleration are
signs of how customers generally do not treat rental cars ideally as they are
meant to be treated. This shortens the effective lifespan and ruins the
performance of the car. To safeguard against these measures, rental car
companies have installed security systems meant to track the driver activity as
well as their treatment to the vehicle. These systems range from microphones to
full fledged micro surveillance systems that are setup in the car. Although
this seems like a rational procedure. There is an emerging possibility that
could be highly detrimental to the goodwill of any rental car company if found
to be true as per Market Research Reports for Car Rental
News:
There have been several articles and news alerts complaining
about the security systems being installed in the vehicles. The customers using
rental cars have now been made aware that the recording system can threaten
their privacy and security. The Telegraph news story implicating Hertz to be
spying on their customers using the new camera and microphone installations
into their Hertz Neverlost 6 had a very public repercussion with Hertz
customers posting on their social media that they would never use a Hertz
rental car again and neither should anyone else. “This kind of disregard for
privacy should not be tolerated” said one Hertz customer. In response to the
camera systems, Hertz spokeswoman Evelin Imperatrice announced: "The
cameras in NeverLost 6 units aren't functional and cannot be turned on under
any circumstances, by either renters or by the company. When we chose the new
hardware device for NeverLost 6, we included a camera option in the event that
a video conferencing function might be a useful, future application that
renters would welcome. Aside from the very public incident with the Neverlost 6
Systems that was faced by Hertz, Hertz , along with several other rental car
companies have been officially put in the eye of regulatory authority with the
Better Business Bureau being asked to investigate a number of car rental
companies for improper business operations and measures against personal
security and privacy. The growing threat with the implementation of technology
into the rental cars would lead to a much worse condition with smart rental
cars which are capable of tracking everything possible within a persons trip. Newer
cars that connect to the Internet can collect vast amounts of data about
drivers, such as where you went to dinner, if you broke the speed limit or if
your seat belt was buckled. When you buy a car, you cede data control to your
car company. Most automakers say they won't sell information without an owner's
consent. But they're not legally required to inform you if they do.
Opportunity:
Car data is about to become big business. A new report
from consulting firm McKinsey says automotive data could be worth USD 450
billion to USD 750 billion globally by 2030. Automakers, insurers, high-tech
firms, city planners and advertisers are among those who could use data to
refine services. Drivers could share data in exchange for navigation systems,
or they could pay extra for perks like a parking spot finder. There is an
opportunity for a regulation system that works in favor of both parties where the
condition of the car is monitored and the regulatory requirements of usage of
the car in terms of the rental company policy is in check while not broaching a
customers privacy. The creation of a centralized system that can be fit into
any car, manufacturer or rental would allow for a common technology that is
accepted by consumers and the industry as well.
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Ankur Gupta, Head
Marketing & Communications
0124-4230204
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