If recent trends in personal mobility are any indication, sponsorship activity in the insurance category may soon become even more active.

The emergence of autonomous vehicles and the growing popularity of ride share and car share services is expected to have a major impact on the industry’s business model and, by extension, marketing activity.

Those new modes of transportation are forcing insurance companies to rethink who their customers are, what products they demand, and how to market to them, according to Deloitte’s 2016 The Future of Mobility report.

One key takeaway: The need for new insurance products for traditional and nontraditional customer segments.

Companies responsible for designing, building and maintaining hardware and software for autonomous vehicles may seek protection against catastrophic losses resulting from component malfunctions, while owners of autonomous vehicles may want comprehensive protection for their vehicles.

“People who own autonomous vehicles will still need insurance. They may not run any red lights, but they will still need insurance for damage that can occur,” said Dan Keats, Allstate director of product marketing, noting that Allstate has made a major investment in autonomous vehicle research.

The growing popularity of ride share and car share services has created the need for new insurance products for personally-owned driver-driven vehicles, personally-owned shared vehicles, and fleet operators (auto rental companies, etc.).