Ford Launches 'Privacy Promise' Amid Industry Data Scandals
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The automaker is introducing a new transparency push and educational website as it prepares to roll out a more connected vehicle platform.
Ford has unveiled a "privacy promise," which the company describes as an "explicit commitment" to secure customer vehicle data and provide users with control over their information, according to TechCrunch. The initiative includes a new website designed to educate owners on how and why Ford utilizes their data, as well as instructions for adjusting privacy settings.
Ford's chief privacy officer, Kristin Jones, told TechCrunch that the push is intended to build trust and clarify data practices ahead of the launch of new connected vehicles, including those built on an upcoming "universal electric vehicle" platform. Jones stated that Ford does not share driving data with data brokers or use the information for targeted advertising. However, she noted that opting out of certain data sharing will disable specific features, such as roadside assistance and real-time navigation.
While some data collection supports vehicle health updates and research and development for future technologies, the move comes at a time of heightened scrutiny for the industry. TechCrunch reports that only 14% of U.S. customers fully understand the data their vehicles collect. This gap in awareness has led to controversies, including a $220 million settlement last week involving 36 states and General Motors following FTC issues regarding the sale of customer data to third parties.
Other competitors are also leveraging privacy as a marketing tool. TechCrunch notes that Jeff Bezos-backed EV startup Slate Auto has made similar pitches regarding data stewardship ahead of the launch of its minimalist pickup truck.