Ford Launches ‘Privacy Promise’ and Explains How—and Why—It Uses Customer Data
Ford Makes a Public Commitment Ahead of Connected-Vehicle Rollout
As Ford prepares to launch a new generation of connected cars, the automaker is making a public commitment about how it will handle the data those vehicles generate. On Monday, the company unveiled what it calls a “privacy promise”—an “explicit commitment” to keep customers’ vehicle data safe and give them control over what they share. Ford also launched a website designed to educate customers about how, where, and why the automaker uses their data, and to show them how to adjust those settings.
While these controls have existed for years, Ford aims to communicate more clearly with customers about them—especially ahead of the launch of new, more connected vehicles, such as those being built on its upcoming “universal electric vehicle” platform.
“I personally think that it’s super important for us to be making it very clear to our customers what our data practices are, and not only that, but making a commitment to them about it,” Ford Chief Privacy Officer Kristin Jones said in an interview with TechCrunch. “I also see this as a great opportunity to educate our customers about how they share data.”
Automakers Face Growing Scrutiny Over Data Practices
The privacy push comes as automakers make their cars increasingly connected. While some polling shows U.S. customers want the kinds of features enabled by this connectivity—such as remote start, navigation, and driver-assistance software—only 14% said they fully understand what data their vehicle collects.
That gap has left room for some companies to quietly sell vehicle data to third parties—a practice that got General Motors in trouble with the Federal Trade Commission (FTC) and also resulted in a $220 million settlement with 36 states last week.
The lack of consumer awareness around data collection and sharing has also opened the door for other companies to market themselves as better stewards of customer data. Slate Auto, the EV startup backed by Jeff Bezos, has made that pitch ahead of the expected launch of its minimalist pickup truck later this year.
Consumer Trust Remains a Key Concern
“We did a survey of 1,000 consumers, and 91% of them said that data privacy was a key consideration for them. Realistically, it’s not something they engage with every day, but they want to know that they’re, again, in control, and that they have access to the information they need there,” Jones said. “I wouldn’t comment on what our competitors are doing, or anything that’s sort of been in the news there, but certainly it’s something that people don’t trust companies to take care with their data, and we really want to make sure we’re building that trust relationship with them.”
Jones, who joined Ford in 2024 after nearly two decades working on privacy in the legal, financial, and healthcare fields, said the effort to improve how the automaker communicates with customers about data sharing has been in the works for a while.
“It’s been a journey for, frankly, most of the time I’ve been at Ford,” she said.
New Website Explains Data Collection and Offers Opt-Outs
Ford’s new website features a mix of content explaining what data the company collects, how it uses that information, and how customers can opt in or out. Opting out of sharing some data will naturally make certain modern features inaccessible, Jones said. For example, turning off “connected services” in a Ford vehicle will disable features like real-time navigation and remote start.
As of 2026, the automotive industry faces heightened regulatory scrutiny and consumer demand for transparency around vehicle data. Ford’s initiative reflects a broader trend among automakers to address privacy concerns proactively, particularly as connected and autonomous vehicle technologies become more widespread.
via TechCrunch