Audi AG is standing up against Google Inc. and other technology companies to let customers know the automaker wants to protect their private on-board data, according to a Bloomberg report.

"On the Internet, cookies and other data collectors have become normal. A car is one’s second living room today. That’s private!," said Rupert Stadler, Audi's chief executive, at the Economic Conference of the CDU in Berlin.

To let customers know data privacy is a priority, Audi and its German competitors are jointly bidding on Nokia Oyj's HERE digital-map division, reported Reuters. HERE’s maps could help limit Google's inroads by providing the basis for technology including automated driving.

Data collected from cars such as its speed and GPS locations are appealing to advertisers, insurance firms, and communications companies because they could draw a profit from it.