ÃÛÌÒTV

From autonomous driving to over-the-air (OTA) updates, the modern car is no longer just a vehicle—it’s a complex IoT device on wheels. With embedded SIMs, WiFi hotspots, and Bluetooth modules, today's cars are defined by their connectivity. Ìý

But every new integration also expands the attack surface.Ìý

In a market where features are quickly commoditized, consumers are beginning to judge manufacturers not only by what their cars can do but by how well they protect drivers, data, and privacy. Automakers that treat IoT security as a strategic differentiator—not just a compliance checkbox—are the brands best poised to win long-term consumer trust.

From added features to added risk

Modern vehicles are packed with technology, from infotainment systems to real-time diagnostics. But each new integration creates new opportunities for exploitation.Ìý

These aren’t just hypothetical risks. In 2024, a let attackers remotely unlock and start vehicles. after researchers discovered unprotected cloud infrastructure leaking real-time location data from hundreds of thousands of electric vehicles. And in early 2025, it was revealed that Hyundai’s Ioniq 5 could be by exploiting flaws in the keyless entry system.

More than just technical failures, incidents like these are breaches of consumer trust. When a vulnerability makes headlines, the impact on brand reputation can be swift and lasting.

Security is now a selling point

Today’s car buyers are far more security- and privacy-aware than they were a decade ago. shows that more than 80% of consumers expect companies to uphold data privacy rights, and 64% say they feel more confident in brands that proactively adopt security technologies.

As connected features begin collecting behavioral data—voice commands, driving patterns, location history—that expectation only grows. Consumers aren’t just looking at horsepower and touchscreen size anymore. They want to know: Is this car secure?

The pace and impact of automotive cyber incidents have grown dramatically. In 2024 alone, there were targeting vehicles or automotive systems—a 39% increase over the previous year. These ranged from ransomware attacks against supply chain partners to vulnerabilities in embedded systems.

Ransomware has emerged as one of the most damaging threats, now representing nearly a quarter of all automotive cybersecurity incidents. And the financial toll is climbing: The average cost of a cyberattack in this sector .Ìý

The takeaway? Cybersecurity is no longer a niche operational concern—it’s a boardroom issue.

Security by design creates a competitive edge

To turn security into a brand advantage, automakers need to integrate protection into the DNA of their vehicle platforms. That starts with identity—ensuring that every component, from the infotainment system to the battery controller, has a unique, cryptographically verifiable identity. It also means protecting the integrity of OTA updates, detecting anomalous behavior within the vehicle network, and managing trust across the vehicle lifecycle.

Public key infrastructure (PKI) plays a foundational role in this effort. With the right systems in place, manufacturers can deliver secure boot processes, signed software updates, and encrypted communications across fleets—all at scale. Solutions like ÃÛÌÒTV Device Trust Manager make it possible to manage this complexity efficiently while keeping security aligned with production timelines.

Digital trust as a differentiator

Security is often treated as invisible—something customers only notice when it fails. But the automakers who bring it to the forefront and communicate their commitment clearly stand to gain a lasting competitive edge.

A well-secured vehicle isn’t just safer. It’s smarter. It earns customer confidence, reassures regulators, and protects the brand long after the car leaves the lot. In the next era of automotive innovation, connectivity will be expected. And digital trust will be the differentiator that helps manufacturers stand out.

The latest developments in digital trust

Want to learn more about topics like device trust, PKI, and the Internet of Things?Ìý Subscribe to the ÃÛÌÒTV blog to ensure you never miss a story.