Pelata says automakers are just beginning to introduce collaboration tools (Photo: Salesforce)

The car industry needs to address the privacy issues that are a necessary byproduct of automotive connectivity. But technology or more regulation won't provide answers to the growing privacy questions, said Patrick Pelata, chief automotive officer of business software maker Salesforce.

In an interview with automotiveIT, Pelata said privacy is so important that carmakers should appoint a special senior-level executive to deal with the issue. "I'm advising companies that they need to have a customer ethics leader," he said in the interview.

Pelata, who left Renault in 2011 after a 27 year career at the French carmaker, also talked about the broad changes taking place along the entire automotive value chain. And he explained how he sees Salesforce collaboration software helping automotive companies adjust to new market dynamics.

The full interview is available in the July issue of the automotiveIT international Executive Report. To subscribe, please go to