In the rapidly evolving automotive industry, vehicle data stands at the intersection of innovation and privacy, raising critical questions that demand our attention. This talk will delve into the often-unspoken challenges and opportunities surrounding vehicle data sharing, offering a fresh perspective that challenges the status quo. This presentation will explore the true value of vehicle data, acknowledging the growing concerns about privacy and security while proposing an alternative approach that prioritizes both innovation and consumer trust. Drawing from research and industry expertise from COVESA members, we will explore a visionary path forward—possible approaches that redefines how our ecosystem could think about data ownership, use, and governance in the automotive sector. This session is designed to provoke meaningful discussion and provide industry leaders with actionable insights to navigate the complexities of vehicle data in a way that drives progress without compromising privacy. It is an invitation to rethink our strategies and embrace a future where data-driven innovation and privacy can coexist harmoniously.