German carmaker Audi has refused Google's invitation to be a partner with internet-assisted driving, saying privacy will be at risk.
Rupert Stadler, the CEO of Audi feels that the car is a "second living room"—which is true and the customer is the only person who should have access to data onboard the car.
Stadler said that Google is looking for certain essential German expertise for the fulfilment of its automobile projects in Europe. Audi's CEO feels that customer data should be controlled by customers themselves, without being monitored.
Toyota Motor Corp., General Motors and PSA/ Peugeot-Citroen are making huge investments towards software which has a crucial role.
Audi, along with other German carmakers, have been having concerns on data protection as they work to create platforms that will compete with Google when it comes to Internet-assisted motoring.
Stadler says that by the end of this decade, electronics and software will have the same importance as horsepower to the brand's product value.