Ford Privacy Promise Puts Drivers in Control of Connected Car Data
Ford pledges customer control over connected-car data, rules out targeted ads and broker sales, and explains feature tradeoffs before its new EV launch.
Summary
Ford unveiled a privacy promise on November 2, 2026, pledging to protect connected-vehicle data and let customers control sharing. A new website explains what Ford collects, why it uses the information and how to opt in or out. The controls have existed for years, but Ford is making them clearer before launching more connected vehicles on its universal electric vehicle platform. Chief privacy officer Kristin Jones, who joined Ford in 2024 after nearly two decades in privacy work, has led the effort.
Only 14% of U.S. customers fully understand what their vehicles collect, although they want connected features including remote start, navigation and driver-assistance software. Ford surveyed 1,000 consumers and found 91% consider privacy important. Third-party vehicle-data sales brought General Motors Federal Trade Commission trouble and a $220 million settlement with 36 states last week, while Jeff Bezos-backed Slate Auto is promoting privacy before its minimalist electric pickup arrives later in 2026. Ford says it will not use vehicle information for targeted advertising, sell driving behavior to data brokers or pursue data monetization. Sharing vehicle-health data can improve maintenance alerts and support future technology research, but disabling connected services removes real-time navigation and built-in roadside assistance.
Positives
- Ford explicitly rules out using vehicle information for targeted advertising or selling customers’ driving behavior to data brokers.
- A new website explains Ford’s data collection, uses and opt-in or opt-out controls in one place.
- Vehicle-health data can provide owners with better real-time maintenance information.
- Ford’s privacy controls give customers a choice over sharing, even when opting out disables certain connected features.
- 91% of 1,000 surveyed consumers identified data privacy as an important consideration, supporting Ford’s focus on transparency.
Risks & concerns
- Only 14% of U.S. customers fully understand what data their vehicles collect.
- Disabling connected services removes real-time navigation and built-in roadside assistance.
- General Motors faced Federal Trade Commission trouble and a $220 million settlement with 36 states over third-party vehicle-data sales.
- Ford’s controls existed for years, but customers still needed clearer explanations of how to find and use them.
- Connected services require customers to balance privacy preferences against access to navigation, roadside assistance and maintenance insights.