As with everything to do with society and computerised features, it is a matter of scale.

Cameras reading numbers plates at multiple locations -including speed! - is one thing.

Noting your : location, speed, direction in subsecond increments, your climate control preferences, what songs/eBook you are listening to, your face imagery (thanks sleep alert camera) and listening to your conversations... this is a whole other level of possible privacy invasion.

Is all of the above being tracked? I could imagine much of that is unwieldy, or not that useful, data. But how can you know whether a company is taking this data or not without first being suspicious? And if you are suspicious at this level, then what could a company say to convince you they are above board, and only using your data to your benefit.