Ford pledges to never sell vehicle data under new privacy promise

Automobile company Ford has pledged to never sell customer vehicle data to third-party data brokers amid the growing concerns over data privacy. 

The newly launched "Privacy Promise" aims to reassure customers that their vehicle data is protected and they're in control of what they share. Its website provides education on its privacy practices and how to customise its vehicle data and privacy settings anytime in-vehicle or via the Ford App.

Writing in a company blog post, Kristin Jones, chief privacy officer at Ford, emphasised that privacy is embedded throughout the product lifecycle—from data collection and storage to final disposal.

"This can include privacy-enhancing technologies such as anonymising or aggregating data to further protect your privacy," Jones noted. "We strive to provide clear, easy-to-understand information about how we use personal data so customers can navigate choices with confidence. Once choices are made, we respect them."

Jones added that while Ford leverages vehicle data to elevate safety and product quality, drivers retain control over what they share, subject to the specific features they opt to use. "We understand the trust you place in us every time you drive our vehicles," Jones said. "Protecting your personal information is one way we intend to earn that trust every day."

The initiative follows a recent Ford survey of over 1,000 US consumers—including both Ford and non-Ford owners—which revealed that 91% view data privacy as highly important. However, more than half acknowledged a willingness to share data in exchange for modern technological benefits.

MARKETING-INTERACTIVE has reached out to Ford for more information. 

Ford’s proactive stance highlights a broader industry shift toward data accountability following intense scrutiny of rival automakers. Recently, General Motors agreed to a US$220 million settlement with attorneys general across 35 US states and Washington, D.C., following allegations that its discontinued "Smart Driver" programme illegally sold driving behaviour and location data to brokers, ultimately impacting consumer insurance rates.

The car industry as a whole has faced sharp criticism over data governance. A landmark 2023 review by Mozilla evaluated 25 major car brands against its privacy standards, concluding that all 25 failed and deeming connected cars "the worst product category" ever reviewed for privacy.

Related articles:

Ford takes consumers on a VR test drive to demonstrate new safety features
Twitch unveils new Privacy Center to raise awareness of data privacy