Ford has launched a new privacy initiative aimed at giving drivers more transparency and control over the data collected by their vehicles. The company announced it on November 2 and at the same time opened a separate privacy and data website for owners. Ford's main promise is that it will not sell customer driving data to insurers or data brokers. At the same time, the company will continue to collect connected vehicle data to support services and improve technology.
Ford's Chief Privacy Officer Kristin Jones told TechCrunch about the initiative. According to her, many privacy controls already existed, and the new project mainly makes them more visible and easier to find. It should also be noted that turning off data sharing may disable some connected vehicle features.
The initiative comes amid closer regulatory scrutiny of automakers. On October 29, 36 U.S. state attorneys general announced a $220 million settlement with General Motors. The states accused GM of selling driving and location data to brokers serving insurance companies. Under the settlement terms, GM must obtain clear and explicit consumer consent before collecting covered data. The company then discontinued its Smart Driver program.
Modern Ford vehicles collect various types of data, and the amount depends on the model, connected features, and selected privacy settings. Diagnostics can indicate in advance the need for maintenance. Location data is needed for roadside assistance and for locating a parked vehicle. At the same time, driving habit data can reveal a person's daily routine and personal details.
Data sharing can be managed through the "Vehicle Connectivity" settings in the vehicle's menu. Turning it off limits remote and some other connected services. However, Apple CarPlay, Android Auto, Bluetooth, and radio are reported to continue working. Separately, the Ford app and online account have their own personalization and marketing settings. Before selling or trading in a vehicle, owners are advised to perform a factory reset and delete their account. However, a reset does not erase data Ford has already received; a separate request is needed to delete it.
There are exceptions. Ford may collect location data despite sharing being turned off in cases related to law, emergencies, or protection of property. Vehicles with the Ford Security Package may transmit location when the Theft Alert feature is triggered. In addition, the promise not to sell data applies specifically to driving data, not to all data or all types of disclosure. Insurance companies may also collect driving data through separate apps or monitoring programs. How exactly Ford will follow its commitments in practice remains an open question.