The Future of In-Vehicle Connectivity: How Verizon is Transforming Customer Experiences in the Auto Industry

A Conversation with Scott Nash, Senior Director of Automotive and Vehicle Connectivity

Scott Nash, senior director of automotive and vehicle connectivity at Verizon, recently shared with me his own dealership experience when taking delivery of his new vehicle. His story reflects an experience that might resonate with other new vehicle owners.

“Since I'm in the vehicle connectivity business, I wanted to go through the sign-up process and find out what it was like,” said Nash. “At that time, the dealer explained that these satellites were down, the connectivity wasn't going to happen right away, and gave me a series of excuses.”

Nash bought another vehicle a few months ago and says that his experience at the dealership learning about the vehicle’s connected features was something completely different.

“They had a person at the dealership who was dedicated to making sure the connectivity was up and running before I left the store, making sure everything was running and walking through the different features of the vehicle,” said Nash. “That experience was night and day from the last time I bought a vehicle. I felt taken care of, and not only did I sign up but now I've gone back because I have that person's contact information and I've reached out to her twice with questions.”

The Role of Dealers in Building Customer Loyalty via Vehicle Connectivity

The contrast between Nash’s recent experiences as a new vehicle owner illustrates the opportunities dealers have to create personalized customer experiences and increase loyalty by investing extra time introducing people to the connected technologies that are becoming more standard in vehicles with each new model year, helping prove the future of the automotive industry is increasingly defined by connectivity.

As vehicles become more sophisticated and integrated with technology, the way people interact with their cars is changing. At the heart of this transformation are brands like Verizon, which has been working closely with original equipment manufacturers (OEMs) to create a seamless and personalized experience for people from the moment they purchase a vehicle.

And while the manufacturing and sales processes are essential, it’s the final steps of the customer journey – when the vehicle is purchased and driven off the lot – that truly matters.

According to Nash, Verizon recognizes the crucial role dealers play in that moment, amplifying the connected experience and building customer loyalty. Verizon helps educate some customers and primarily fleet managers on the features and end-user benefits stemming from vehicle connectivity.

Data Privacy and Consumer Consent

One of the most pressing concerns when it comes to vehicle connectivity is data privacy. With the personal data being collected from vehicles, Nash reinforced that people must feel confident that their information is secure and that they have control over what is shared, ensuring not only that customer data is handled responsibly but also doing so in a way that adheres to strict standards like the California Consumer Privacy Act and other privacy and data protection laws.

"We take data privacy extremely seriously," the executive emphasized. "Our customers' security is paramount, and we work closely with OEMs to ensure that end users, like vehicle owners, are fully informed and can manage what data they’re willing to share."

A 2023 survey of 1,500 vehicle owners in the United States conducted by Acxiom revealed that the ability to manage privacy preferences and personally control communication preferences was the number one factor that would positively impact a person’s intent to purchase from that brand.

With connectivity services that can range from vehicle diagnostics to real-time navigation, the amount of data being generated is unprecedented and, Nash explained, that OEMs and dealers must work together to create more personalized and value-added services for their customers, particularly as consumer attitudes surrounding data sharing continue to evolve. He points to examples in healthcare and wellness and the proliferation of wearable devices that track heart rate and other activities.

"What was considered an invasion of privacy a few years ago – like sharing health data with a doctor – is now seen as normal, especially with wearables like smartwatches," Nash said. “The same shift in mindset is happening in the automotive industry, as customers become more comfortable with permitting OEMs to share their data to enhance their driving experience.”

Acxiom’s study of 1,500 vehicle owners reflects and validates Nash’s perspectives on consumer opinion and perceived value and benefits that stem from connected vehicle technologies. When asked how willing they would be to share vehicle and driving data, 61 percent of respondents to Acxiom’s survey indicated they would be willing to share data provided they received more personalized customer experiences in return. Other benefits respondents cited include savings on insurance, discounts on vehicle cost or service, proactive maintenance alerts, and easier service experiences.

Integrating OEM and Verizon Profiles for a Seamless Experience

One of the standout features of Verizon’s approach to connected vehicles Nash highlighted is the company’s ability to integrate multiple services under one umbrella. For example, Verizon's new Verizon Auto app allows customers to manage connectivity across multiple vehicle brands. Whether you own a Volkswagen, Stellantis, or a vehicle from another OEM, the app can aggregate data from all of your vehicles in one place, allowing you to access diagnostics, schedule service, and receive offers.

Looking ahead, Verizon sees opportunities for partnerships that extend beyond just vehicles. Nash hinted at potential collaborations with outdoor and travel industries to enhance customer experiences. "Imagine driving to a national park and receiving real-time offers or travel suggestions based on your location and preferences. It’s all about creating a seamless experience that goes beyond the car," he said.

Addressing Dealer Concerns About Service Revenue Loss

As vehicles become more software-defined and capable of receiving over-the-air (OTA) updates, some dealers have expressed concern about losing service revenue. After all, if a car can diagnose its problems and schedule repairs remotely, what role is left for the dealer?

Nash acknowledges these concerns but maintains that the shift toward connectivity presents new opportunities for dealers. "Dealers now have more data than ever before," he explained. "With the ability to track things like tire pressure, battery health, or even upcoming maintenance needs, they can proactively reach out to customers with personalized service offers."

For example, a dealer could notify customers that their vehicle’s tires are showing signs of wear and offer an appointment to address the issue before it becomes a bigger problem.

"The key is to use this data to enhance the customer experience," he said. "Dealers can offer a level of service that was previously impossible, creating new revenue streams and improving customer loyalty."

The Road Ahead

As the automotive industry embraces the future of connectivity, the role companies like Verizon play in transforming the customer experience will only grow. With a focus on collaboration with OEMs, data privacy, and seamless integrations, the company is helping shape an ecosystem that benefits both vehicle owners and dealers alike.

For dealers, the message is clear: connectivity is not the enemy. Embrace it, understand the opportunities it offers, and use it to create a personalized, high-value experience that keeps customers coming back for more. The future of mobility may be digital, but the importance of trust, service, and loyalty remains unchanged.