Recommended/Requested Updates to Automotive Schema

Good afternoon,

I am writing today to recommend an update be made to the Automotive Schema ontology. Background, request, and supporting documentation can be found below for your review.

Background:
In the automotive industry, each physical, purchasable vehicle unit is assigned a VIN (Vehicle Identification Number) before leaving its' respective manufacturing facility. And while this VIN number gives each physical unit its own identifier, the model line itself, which contains the overall engineering concept, aesthetics and performance specifics are not assigned an identifier that would define this concept from other model concepts as conceived by the manufacturer. This identifier is currently satisfied by a model name or title (Ex. Chevrolet Equinox).

Websites providers have Model Details pages that describe the general attributes of a model of vehicle, e.g. the Chevrolet Equinox, but that are not tied to a specific and purchasable vehicle.  Because of the generic nature of these pages, there is no unique identifying number (e.g. VIN, stock number, etc.) that can appear within the content.

Additionally, websites providers have Vehicle Detail pages that showcase a specific vehicle, e.g. a Chevrolet Equinox that is the physical vehicle that the shopper would be able to purchase. Because of the specific nature of these pages, there is a unique identifying number (e.g. VIN or stock number) that can appear within the content.

Update Request to Schema.org:
As we understand it, schema is hierarchical in nature wherein as you move down to the more specific @types, properties are inherited from their parent.. In this communication we are specifically addressing automotive websites and are referencing properties from the Thing > Product types.
We have observed an influx of "warnings" in Google's Structured Data testing tool and in Search Console related to properties inherited from broader parent @types. This is impacting all websites providers within the automotive industry that utilize product type schema.

We would request that schema.org update certain properties within the @Vehicle type. Today, the Vehicle type includes the recommended property of "vehicleIdentificationNumber", which is defined in the documentation as VIN. Because VINs are a 1:1 match vin:vehicle, we would recommend moving VIN from the broader vehicle @type to the more specific "Car", "Motorcycle", "BusOrCoach", and "MotorizedBicycles" @types.

As a part of this effort, we would also request updating certain properties within the @Product type. As a broader @type exists for Rating (which then has more specific @types of aggregateRating), we would request "aggregateRating" and "review" from the @Product type expected properties. Due to the aforementioned nature of vehicles, it makes sense for Model Detail type pages to include the "aggregateRating" rating type but a Vehicle Details type page to include a "review" type. As "sku" and "identifier" are not applicable in automotive, we would request that they be removed from the over-arching "Product" and "Thing" schema respectively and be moved into subcategories in which they are relevant.

Schema Usage Recommendation to Automotive Websites Providers:
We would then recommend websites providers use the @Vehicle type to describe a model of vehicle (as described in the Model Detail page above). We would recommend using the @Car type to describe a specific vehicle (as described in the Vehicle Details page above). The warnings being observed would then be resolved.

Examples and Supporting Evidence:
Warnings for the "sku" and "global identifier" sub-type properties are being generated on a wide range of automotive sites that are marked up with "Vehicle", "Car" or "Product" Schema. These events are occurring on various types of websites, from Tier 1 OEM providers that manufacture the vehicles, to Tier 3 dealership websites that sell vehicles to consumers via brick and mortar locations or online purchase portals. These events are also occurring on Automotive review and e-commerce research portals (Amazon My Garage)

Tier 1 OEM Website Example:
https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.gmc.com%2Fsuvs%2Facadia-mid-size-suv
CDK Tier 3 Auto Dealership website Example:
https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.diverchev.com%2Fshowroom%2Fchevrolet
Amazon "Your Garage" Vehicle Research feature:
https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.amazon.com%2Fdp%2FB07K8B6M21%3Fref_%3Dgar_tc_vd
Edmunds Car Reviews:
https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.edmunds.com%2Fchrysler%2F300%2F

Please let me know if there is any further information required to support this request, or if there are other next steps we should complete.

Sincerely,

Cayley Mosca
Product Manager, Earned Media
p: 313.309.9967 x554-9967
CDK Global, LLC
Evolving the Automotive Retail Experience
500 Woodward Ave. 29th Floor
Detroit, MI 48226
cdkglobal.com<http://cdkglobal.com/>

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