As Ford gears up to introduce a new generation of connected vehicles, the automaker has made a public commitment regarding the management of customer data. On Monday, the company announced what it terms a “privacy promise” — a clear assurance to safeguard customers’ vehicle information and empower them with control over their data sharing preferences. Additionally, Ford has launched a dedicated website aimed at educating consumers on how, where, and why the company utilizes their data, along with guidance on adjusting their privacy settings. Although these controls have been available for some time, Ford aims to enhance communication with its customers, particularly in anticipation of the rollout of new, more connected vehicles based on its forthcoming “universal electric vehicle” platform.
“I personally believe it is crucial for us to clearly communicate our data practices to our customers and to make a commitment regarding these practices,” stated Ford’s chief privacy officer, Kristin Jones, in an interview with hinews. “I also view this as an excellent opportunity to educate our customers about their data sharing choices.” This renewed focus on privacy comes at a time when automakers are increasingly integrating connectivity into their vehicles. While some surveys indicate that U.S. consumers appreciate features enabled by this connectivity, such as remote start, navigation, and driver-assistance technologies, only 14% reported a comprehensive understanding of the data their vehicles collect. This gap in consumer awareness has allowed some companies to discreetly sell that data to third parties, a practice that recently led General Motors to face scrutiny from the Federal Trade Commission and resulted in a $220 million settlement with 36 states.
The lack of consumer awareness regarding data collection and sharing has also created opportunities for other companies to position themselves as more responsible custodians of customer data. Slate Auto, an electric vehicle startup backed by Jeff Bezos, has made this appeal ahead of the anticipated launch of its minimalist pickup truck later this year. “We conducted a survey of 1,000 consumers, and 91% indicated that data privacy was a significant concern for them. While it may not be something they think about daily, they want to feel in control and have access to the necessary information,” Jones explained. “I won’t comment on our competitors or any related news, but it is evident that many consumers lack trust in companies to handle their data responsibly, and we are committed to building that trust.”
Jones, who joined Ford in 2024 after nearly two decades in privacy roles across the legal, financial, and healthcare sectors, noted that the initiative to enhance communication with customers regarding data sharing has been in development for some time. “This has been a journey for most of my tenure at Ford,” she remarked. Ford’s new website will provide a range of content detailing what data the company collects, how it is utilized, and how customers can opt in or out of data sharing. Opting out of certain data sharing will, naturally, render some modern features unavailable, Jones acknowledged. For instance, disabling “connected services” in a Ford vehicle will deactivate features such as real-time navigation and built-in roadside assistance access. However, one of the objectives of this “privacy promise” initiative is to better explain why Ford requests access to this data and to clarify that the information will not be used for purposes like targeted advertising.
Granting Ford access to data regarding a vehicle’s health, for example, can provide owners with timely information about necessary maintenance. Furthermore, it will “support research and development for future technologies,” Jones added. “We also do not share information about how our customers operate their vehicles with data brokers,” she emphasized. “I want to reiterate that we are not seeking to monetize data in any way. Our goal is to offer products and services that provide genuine value to our customers.”
