Given the vast amount of data that is collected and sent to the mothership in modern "connected" cars, maybe they realised they can sell that on? Apart from all the obvious stuff like realtime tracking data and telemetry on your driving style while you are are on the road, there's your preferences on playlists, what kind of temperature you prefer (from which health info can be inferred), what stores you prefer and where your friends and family live, (extracted from parking location data), all tied into the real ID you used to buy and register the car - no "dark profiles" here.
It's a model that seems to be working very well for browers and certain OSs, as well as pretty much all of the Internet of Shit. It might cost a bit more and be a lot larger than some connencted $20+tariffs widget, but a modern car is still just another component of the IoS. It's said the margin on a mass market car is around 5-10%; care to bet that the captured data is being sold on to info brokers for a whole lot more?