Err, both of them can in practice, the only difference is whether the data is bought or self-collected. In practice Volvo would probably just sell the data to

Err, both of them can in practice, the only difference is whether the data is bought or self-collected. In practice Volvo would probably just sell the data to others (i'm pretty sure they already do sell it to everyone from insurance carriers to you name it), and Google would probably just keep it.