Confused.com wants a back-seat driver in your car

Fit a black box in your car and slash those top-heavy insurance premiums at a stroke. That’s the intriguing new pitch from Confused.com, one of the UK’s biggest price comparison services.

Apparently, the European Court of Justice has ruled that from December 21st, 2012, car insurance premiums must be gender-neutral. Which is bad news if you are a 22-year-old female driver of spotless record, because you’ll now be subsidising all those 19-year-old acned, testosterone-junkies who treat driving as a form of personal combat. Car insurers are therefore on the hunt for new ways of assessing risk.

Such as through telematic devices fitted in your car to monitor driving performance. Telematics? Generally, any form of inbuilt electronic servo, such as SatNav, in-car entertainment centres and plumbed in mobile units. They’re particularly big in the States, although ironically regulators there are now voicing concerns about how many accidents they cause.

That’s clearly not the branch of the science Confused.com has in mind. Rather, your car will have a purpose-built in-board computer constantly monitoring fuel-consumption, mileage driven and how harshly you corner, accelerate and brake.

The idea is that the insurance provider fits this device free of charge to its customer’s car. The better the driving, the greater the chance of premium reductions on renewal. Customers who use the device can also monitor their driving manner online through a secure personalised portal.

As an additional safety benefit, the telematics device will inform the insurance company of an accident, and may even contact the emergency services where necessary. In addition, the device acts as a tracker, meaning the car can be located if stolen.

Confused.com reckons it has got 5 insurance companies signed up already: insurethebox, Autosaint, Coverbox, AA Drivesafe and Bell. It’s running a 30-second TV ad – produced in house – to announce the fact this week.

Intelligent individual mass-marketing in the digital age, or Big Brother at the wheel? We leave you to decide. LOVE to show you the ad, but I’m afraid it’s not up on the Confused.com site yet. So here’s a rather pedestrian infomercial instead:

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About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK’s leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.

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