Connected vehicles have provided users with myriad services to keep their connected lifestyle intact, while on the move. However, these connections also offer a potential surplus of opportunities to a burgeoning marketplace of data suppliers, brokers, aggregators, and buyers, hungry to monetize the value of connected vehicle data. Privacy concerns and scaling analytics and insights present considerable challenges. Yet, one thing is for sure: while the industry experiments—as a whole—with new business models, the value of data will become a central tenet of the future of mobility.