Wonder what kind of car data. Are they selling Carfax type of data such as service records and DMV records tied to unique user? Or are they selling automotive shopping behavior data? The latter would be a gold mine.
I worked in automotive advertising on the digital side for a year in a startup back in 2016 and its laughable how behind the times automotive marketing is. 10 years behind at least. There's a reason they spend so much money on commercials during NFL games, its because they dont know how to do anything else. To be fair, they have an attribution problem from online shopping to actual purchase that is extremely difficult to solve (you can put a $10,000 TV in a shopping cart on amazon and check out, but you can't do the same with a used car at same price).