Ford Unveils New ‘Privacy Guarantee’ and Clarifies Its Use of Customer Data
Ford is set to introduce a new line of connected cars and is making a strong commitment regarding customer data management.
On Monday, the automotive giant announced a newly developed “privacy promise,” which outlines its commitment to safeguard customer data and empower users to decide what information they wish to share. Alongside this statement, Ford also launched a dedicated website aimed at informing consumers about how, where, and why their data is used, as well as demonstrating how to adjust their privacy settings.
Although these privacy controls have been available for some time, Ford intends to enhance communication with its customers, especially in anticipation of their latest connected vehicles, which will be built on an innovative electric vehicle platform.
“It is essential for us to transparently communicate our data practices to customers and to make a solid commitment regarding these policies,” said Kristin Jones, Ford’s chief privacy officer, in a discussion with TechCrunch. “This initiative also serves as a valuable opportunity to educate consumers on data sharing.”
This focus on privacy comes at a time when cars are becoming more connected. Surveys indicate that while American consumers value features that come with this connectivity—such as remote starting, navigation, and driver assistance—only a small fraction, around 14%, fully understand the type of data their vehicle gathers.
This lack of understanding has allowed some manufacturers to discreetly sell data to third parties, leading to significant repercussions, as seen recently with General Motors, which faced scrutiny from the Federal Trade Commission and a substantial settlement with multiple states.
The unclear communication about data practices has also led other firms to position themselves as more responsible with customer information. For instance, Slate Auto, a start-up in the electric vehicle sector backed by Jeff Bezos, has focused on this message ahead of its upcoming minimalist pickup truck launch.
“In a study involving 1,000 consumers, 91% indicated that data privacy is a crucial factor for them. While it’s not something they think about daily, they appreciate having control and access to information regarding their data usage,” Jones noted. “I cannot comment on competitors or any controversies in the news, but it’s clear that there’s a general distrust towards companies regarding data care, and we aim to build a trustworthy relationship.”
Jones, who joined Ford in 2024 after nearly two decades focusing on privacy across various sectors, noted that the initiative to enhance customer communication has been in progress for quite some time.
“This has been a long journey since I started at Ford,” she stated.
Ford’s newly launched website will offer a range of content detailing the data collected, its usage, and the options available to customers for opting in or out.
Opting out of data sharing might restrict access to certain features, as Jones explained. For instance, disabling “connected services” in a Ford vehicle would result in losing real-time navigation and roadside assistance functionalities.
One objective of this privacy initiative is to clarify the reasoning behind Ford’s data requests, emphasizing that the information will not be utilized for targeted advertising.
Allowing Ford access to vehicle health data can enhance real-time insights about maintenance needs while also contributing to the research and development of future technologies, Jones explained.
“We do not share driving behavior data with data brokers,” Jones reiterated. “I want to stress that our goal is not to monetize data. Instead, our focus is on providing valuable products and services to our customers.”
