It's worth noting that this sort of data collection shouldn't be simply driven by the market and what it can get away with.
There's a big gap in US law where collecting data like this for certain uses shouldn't be legal, and there should be laws governing whether or not e.g. an insurance company can access and store data from your car in the event of an accident.
US laws have never been updated for privacy in the computer age simply because the people who have kept themselves in power for that long do not choose to do so.
US Citizens assume that there's a legal safety blanket associated with corporations and what they're allowed to do because for non computer related privacy issues, the laws generally agree with common sense. Corporations can't open other people's mail just because it's laying in the car when they tow it from an accident, that's illegal.
People assume the same is the case with the data they enter into their car computers, and it's completely untrue.