A new in-car advertising system developed by Telenav is drawing criticism from automotive experts and consumer advocates, who warn the technology could fundamentally change the driving experience by forcing drivers to watch ads or pay premium fees for connected services.
The platform, designed to deliver targeted advertisements directly to vehicle infotainment screens when vehicles are stationary, represents a significant shift in how automakers might monetize connected car services. Industry observers warn this could create both safety concerns and user experience issues for drivers.
Telenav’s CEO framed the system as “an exciting new opportunity… to monetize connectivity to cover service costs and even drive healthy profits while enriching the consumer experience with safely delivered, engaging and relevant offers.” However, the company’s approach of requiring users to either watch ads or pay higher fees for connected services has been met with skepticism.
The proposed system would operate like many mobile gaming platforms, where users must watch advertisements to unlock features or can pay to remove them. This “pay-or-watch” model represents a significant departure from traditional automotive features, which typically remain accessible after initial vehicle purchase.
Critics argue the system could create several problems:
- Unwanted intrusion into personal space
- Potential safety distractions
- Forced monetization of basic vehicle features
- Privacy concerns regarding data collection
- Degradation of the premium automotive experience
Industry experts note that drivers already have access to similar services through smartphones without forced advertising, raising questions about the necessity of such systems. The technology also signals a broader trend of automakers seeking new revenue streams through connected services.
The announcement comes amid growing concerns about digital privacy and data collection in modern vehicles. While stationary-only advertising might seem safer than alternatives, critics argue it still represents an unwelcome intrusion into what many consider a private space.
“This sounds like all the reason we could ever need to avoid fully Internet-connected cars altogether,” noted one industry analyst, highlighting growing consumer resistance to excessive connectivity and data collection in vehicles.
The development raises broader questions about the future of connected vehicles and whether consumers will accept increasingly aggressive monetization strategies from automakers and technology providers. As vehicles become more connected, the balance between useful features and intrusive advertising may become a key factor in consumer purchasing decisions.
