Ford launches a “privacy promise” and explains how it uses customer data
US automaker Ford has announced a “privacy promise” on vehicle data handling and launched a website explaining how data is used and how to change settings. The move comes as it prepares a new generation of connected cars.
Ford, the US automaker, announced a “privacy promise” on Monday, 2 November: an explicit commitment to keep customers’ vehicle data safe and give them control over what they share. The company also launched a website explaining how, where and why it uses customer data, and how to change the related settings. The step comes as Ford prepares a new generation of connected cars, including vehicles to be built on its upcoming “universal electric vehicle” platform.
The controls have existed for years, but Ford wants to communicate about them more clearly. Kristin Jones, Ford’s chief privacy officer, told TechCrunch she considers it very important to be clear about the company’s data practices and to make a commitment to customers.
Why it matters
Carmakers are making vehicles increasingly connected. Polling shows US customers want features such as remote start, navigation and driver-assistance software, yet only 14% said they fully understand what data their vehicle collects. That gap has let some companies quietly sell data to third parties. The practice got General Motors into trouble with the Federal Trade Commission and led to a $220 million settlement with 36 states last week. Slate Auto, the Jeff Bezos-backed EV startup, has also pitched itself on data privacy.
What the Ford website offers
The site will explain what data Ford collects, how it is used, and how customers can opt in or out. Jones said opting out of sharing some data will make some features unavailable: turning off “connected services” disables real-time navigation and built-in roadside assistance.
Ford says the data will not be used for targeted advertising and that information about how customers drive is not shared with data brokers. Access to vehicle health data gives owners timely information on maintenance needs and also supports research and development for future technologies, according to Jones.
