Ford has introduced what it calls a “privacy promise,” an explicit commitment to keeping customers’ vehicle data safe and giving them control over how it is shared. The announcement comes as the automaker prepares to launch a new generation of connected vehicles, including models based on its upcoming universal electric vehicle platform.
The company has also launched a website explaining what information it collects, how and where it uses that data, and how customers can change their privacy settings. Although many of these controls have existed for years, Ford says it wants to communicate them more clearly as vehicle connectivity expands.
Kristin Jones, Ford’s chief privacy officer, said the initiative is intended both to clarify the company’s data practices and to educate customers about the consequences of their choices. Some features depend on data sharing: disabling connected services, for example, would turn off real-time navigation and built-in roadside-assistance access.
Ford says the new materials will also explain why it requests access to specific information. Vehicle-health data can provide owners with more timely maintenance information and support research and development for future technologies, according to Jones. The company says customer data will not be used for targeted advertising.
Jones also said Ford does not share information about how customers drive with data brokers. She said the company is focused on offering products and services that provide value rather than trying to monetize vehicle data.
The initiative arrives as more automakers add connected features such as remote start, navigation and driver-assistance software. However, polling cited by Ford indicates that only 14% of U.S. customers fully understand what data their vehicles collect. Concerns about limited consumer awareness have grown after data-sharing practices at other automakers drew regulatory scrutiny.
Ford’s privacy effort has been in development since Jones joined the company in 2024. She said the automaker’s goal is to build greater trust by making its data policies and customer controls easier to understand.
Sources: TechCrunch.