Technology companies and advertisers are putting pressure on carmakers to pass on data collected by connected cars, BMW has warned, highlighting the concerns the automotive industry faces as it treads a fine line between performance and privacy.

Ian Robertson, the German manufacturer’s board member for sales and marketing, said that every car rolling off its production lines had a wireless network that could yield information about location, speed, acceleration and even the occupants of the car.

“There’s plenty of people out there saying: ‘give us all the data you’ve got and we can tell you what we can do with it’,” he told the Financial Times on the sidelines of the Detroit motor show, adding that this included “Silicon Valley” companies, as well as advertising groups. “And we’re saying: ‘No thank you’.”