Ford Unveils New Privacy Promise for Connected Vehicles
As automakers roll out increasingly connected vehicles, Ford is introducing an explicit commitment to data safety and transparency.
Radwan AbdulhadiEditor and technology writer
An Explicit Commitment to Customer Privacy
As Ford prepares to launch a new generation of connected cars, the automaker has unveiled what it calls a "privacy promise." The move represents an explicit commitment to keep customers' vehicle data safe and give drivers clearer control over what information they choose to share.
Alongside this announcement, Ford launched a dedicated website designed to educate consumers about how, where, and why the company uses their data. The platform also demonstrates how customers can modify their privacy settings. While these user controls have existed for years, Ford aims to communicate more clearly about them ahead of rolling out new, highly connected vehicles built on its upcoming universal electric vehicle platform.
Addressing Consumer Awareness and Industry Scrutiny
The new privacy initiative arrives as automakers make their cars increasingly connected. Although some polling shows that many U.S. customers want the kinds of features enabled by this connectivity, only a small fraction fully understand what data their vehicles actually collect.
This knowledge gap has previously allowed some corporations to quietly sell driver data to third parties. Such practices recently landed General Motors in trouble with regulators, culminating in a significant financial penalty and a $220 million settlement with 36 states.
The broader lack of consumer trust in data handling has also prompted other automotive ventures to market themselves explicitly around data protection and privacy, positioning themselves differently ahead of upcoming product launches.
Internal Perspective and Consumer Trust
Ford's chief privacy officer Kristin Jones noted that internal surveys indicate strong consumer interest in data privacy. According to Jones, the automaker wants to actively build a trusted relationship with drivers rather than relying on ambiguous data practices.
Jones, who joined Ford in 2024 after working across legal, financial, and healthcare sectors, explained that improving how the company communicates data practices has been a long-term internal journey.
Data Usage and Feature Trade-Offs
The new Ford website outlines specific information regarding data collection, usage, and opt-in or opt-out options. However, Jones cautioned that opting out of sharing certain types of data will render modern connected features inaccessible.
For instance, turning off connected services in a Ford vehicle disables real-time navigation and built-in access to roadside assistance. Nevertheless, the company emphasizes that data collection focuses on improving vehicle health diagnostics, supporting research and development for future technologies, and avoiding practices like targeted advertising.
Ford explicitly maintains that it does not share driving behavior information with data brokers, emphasizing a focus on delivering valuable products and services rather than monetizing customer data.
Sources
- TechCrunchFord launches a ‘privacy promise’ and explains how and why it uses customer data
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