Ford has introduced a new Privacy Promise, publicly committing to protect customer vehicle data and give owners greater control over the information they share. The initiative comes as connected vehicles collect more personal information, including driving behavior, vehicle diagnostics, and location data.
Announced on November 2, the initiative includes a new website that explains Ford's data collection practices and shows customers how to manage their privacy settings through their vehicles or the Ford App.
The automaker said the Privacy Promise is designed to make its data practices easier to understand. Customers can learn what information Ford collects, how it is used, and how they can opt in or out of data sharing.
Kristin Jones, Ford's Chief Privacy Officer, said the company wants to communicate its data practices more clearly and help customers understand their privacy choices.
The announcement comes as automakers introduce increasingly connected vehicles with features such as remote start, navigation, and driver-assistance technology. However, consumer awareness remains limited. A survey cited in the report found that only 14% of US consumers fully understand what data their vehicles collect.
Also Read: Ford Fathom vs Slate Truck: Price, Range, Features, Key Differences
Ford surveyed 1,000 consumers to understand their views on vehicle data and privacy. According to Jones, 91% of respondents said data privacy was an important consideration.
The survey also found that customers value the benefits of connected technology but want greater control over their information. Respondents identified the ability to adjust privacy settings whenever required as an important factor.
Jones said the company wanted to build trust by ensuring customers have access to clear information about their data choices. She also noted that automakers were viewed as more trusted custodians of privacy than several other large organizations handling personal information.
Ford said customers can manage their data-sharing preferences through their vehicle's center display. However, opting out of certain services could affect features that depend on connected vehicle data.
For instance, disabling connected services would make real-time navigation and built-in roadside assistance unavailable. Vehicle health information can also help owners receive maintenance updates while supporting research and development for future technologies.
The company said it does not sell information about customers' driving behavior to data brokers. Jones reiterated that Ford's objective is to offer products and services that provide value to customers, not to monetize their personal information.
Ford said the Privacy Promise website will provide information about its privacy practices and available controls. The company also plans to introduce privacy resources for Lincoln customers and users in Mexico and Canada in the coming weeks, with additional markets to follow.
The initiative comes as connected vehicle technology becomes more widespread, making transparency around data collection and customer consent increasingly important.