Ford announced a new privacy commitment stating it will not sell customer driving data to third-party data brokers. The automaker plans to employ data aggregation and anonymization techniques while providing transparent information about personal data usage. Customers will retain control over data sharing preferences, and Ford intends to use information primarily to enhance safety features.
The pledge arrives following significant regulatory action against competitors. General Motors recently agreed to a $220 million settlement over allegations it illegally sold driver and location information to data brokers. The GM settlement includes restrictions on data collection and requires explicit driver consent before gathering information.
Recent investigations reveal widespread data-sharing practices across the automotive industry. An examination of 21 vehicle brands found all transmitted data to at least one third-party domain, with more than half contacting firms specializing in advertising, tracking, and analytics, including Adobe and LexisNexis. Mozilla designated connected vehicles as “the worst category of products for privacy” ever reviewed, noting that 92 percent of automakers provide minimal driver control over personal data.
Ford’s commitment carries potential legal weight. The Federal Trade Commission prohibits companies from making deceptive public promises, with authority to pursue lawsuits and impose financial penalties if firms violate stated commitments. However, the company’s official privacy policy and vehicle terms contain standard exceptions permitting data sharing for law enforcement cooperation and third-party service providers. Additionally, opting out of data collection may disable features including navigation, remote start, and wireless updates.
A Ford survey of over 1,000 U.S. customers found privacy was a significant concern, with 41 percent expressing high concern about automotive industry data practices, though less than concerns regarding social media companies, government, or financial institutions.
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