Car data could also be crucial for making roads safer. If wheels spin on an icy patch, the vehicle could automatically relay that information to others on that stretch.

Ultimately, the goal is to enable people to take their hands off the wheel as the car drives itself. McKinsey estimates automated vehicles could free up as much as 50 minutes a day for users globally. This could generate digital-media revenue of 5 billion euros a year for every minute drivers spend with their eyes on the Internet instead of the road, the consulting company said in a June study.

That’s a big opportunity for automakers, if they can avoid the fate of being marginalized by Apple and Google. But the risk of not offering digital services is even greater.

“Customers won’t be that keen on having big motors anymore,” said EY’s Fuss. “They’ll be more interested in how they can use their time while they’re in the car.”