Just to bring this a little closer to home, I have Wireshark on my rooted Android phone so I watched the Zero app protocol, and it's not encrypted or anything. I saw my VIN, the model name and year, and a couple other things go by in plaintext, during the connect handshake.
(an aside: since it transmits the model year, why doesn't the app display this instead of being hardcoded to 2013?)
There's no security other than the standard Bluetooth pairing process, but that's a hell of a lot better than a full Internet connection, plus you can't control anything other than the custom profile.
If your protocol is too half-baked to publicly document then it's too half-baked to place into production.
Pretty much no one documents proprietary protocols these days. Zero doesn't document their app protocol. Suzuki doesn't document the protocols for the USB diagnostics box I have. I'm surprised Yamaha documents the testing protocol for the ABS on my FJR-1300. I can test-fire the ABS pump and solenoids by inserting a jumper and doing certain things with the ignition and kill switches. That's an exception to the rule.
One of the problems is the way manufacturers look at things. They consider anything computer related to be "really hard stuff" and probably feel people won't take the time or have the resources to hack on things. They don't understand there's a security community out there that thrives on just that.
I'll bet if you went to a Nissan engineering manager 3 months ago and said "but it's just HTML underneath!" he's probably feel you were speaking Greek. Even once you explained things, I think it'd be hard to get him to understand it's a simple attack.