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VW accelerates centralization of pricing with expansion of agency model to combustion engines, writes Lazar Backovic

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Die bekannten 4 P des Marketing (Product, Place, Promotion, Price) sollte man besser 3+1 P nennen. Denn anders als die ersten drei P steht das vierte P steht auf der anderen Seite der Gleichung: hier wird der Wert nicht erzeugt und kommuniziert, sondern abgeschöpft. Lesen Sie, wie unser Brand Canvas dieses 4P-Modell ergänzen oder vielleicht sogar ersetzen kann.

Pricing-Newsletter No. 55 (2022): Unlocking Pricing Potentials with the Brand Canvas

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Die bekannten 4 P des Marketing (Product, Place, Promotion, Price) sollte man besser 3+1 P nennen. Denn anders als die ersten drei P steht das vierte P steht auf der anderen Seite der Gleichung: hier wird der Wert nicht erzeugt und kommuniziert, sondern abgeschöpft. Lesen Sie, wie unser Brand Canvas dieses 4P-Modell ergänzen oder vielleicht sogar ersetzen kann.

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According to the "Connected Car Services" study, US companies are given little trust in terms of the use of user data collected in vehicles. A justified concern, as the ARD magazine Kontraste now proves with regard to Tesla.

Tesla: ARD “Kontraste” Criticizes Handling of User Data

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No other vehicle manufacturer is as pioneering in terms of technical progress and the use of data in the vehicle as the US car manufacturer Tesla. A report by the ARD magazine “Kontraste” now points to security concerns regarding data protection through the recording of environmental images in Tesla vehicles. According to research by the broadcaster RBB for “Kontraste”, the e-mobility manufacturer transmits video data from cars in Germany to servers in the USA.

“In our study “Customer Insights: Connected Car Services in Germany” we were able to show that the use of personal data in connection with connectivity services is a critical aspect for more than two thirds of the respondents”, explains Marc Scholz. The master’s student is, alongside Prof. Hans-Christian Riekhof, the co-author of the study created in spring 2020. “Only a third of the respondents trust Tesla. German premium OEMs are given the highest trust in this context.”

The RBB report also underlines that the desire for data from Tesla and other OEMs will continue to increase. Marc Scholz therefore advises car manufacturers to rethink their handling and communication with regard to data protection standards from the aspect of current and future trustworthiness of customers.

The US company Tesla wants to build 500,000 cars a year in Berlin soon.

Photo by Craig Adderley from Pexels

Links on the topic:

To the article by tagesschau.de:
https://www.tagesschau.de/investigativ/kontraste/tesla-datenschutz-101.html

The contribution as pdf:
https://www.unicconsult.com/wp-content/uploads/2020/09/Tesla-Datenschutzverstoss.pdf

Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf