Ford pledges not to sell driving behavior data to insurers or data brokers

Ford announced a privacy promise on Nov. 2 that pledges not to sell driving behavior data to insurance companies or data brokers.

Turning off connected-car data sharing may cost drivers access to remote start, live navigation, traffic updates, BlueCruise, over-the-air updates and connected roadside assistance. Apple CarPlay and Android Auto remain usable without transmitting connected vehicle data to Ford. Which features work depends on the equipment and software installed in the vehicle. Shutting down all vehicle connectivity affects more features than adjusting individual sharing preferences, though some connected functions remain available.

Blocking data sharing leaves only direct communication from Ford about recalls, service and safety. Blocking data sharing makes personalized features such as maintenance notifications and offers based on vehicle usage and preferences disappear. Ford still collects connected vehicle data to operate services and improve technology despite the selling pledge.

The selling pledge does not ban all collection or disclosure. Ford may share data with service providers or respond to valid legal requests. It may still collect vehicle location data for legal requirements, emergencies, property protection or triggered theft alerts on Security Package vehicles.

Insurers may still gather driving data through a separate phone app or a voluntary insurance monitoring program apart from Ford’s pledge. Dealers receive Ford vehicle data for service, warranties and joint marketing, and customer support and marketing partners also receive information.

Ford Chief Privacy Officer Kristin Jones told TechCrunch that the initiative aims to build trust through clearer data practices. Ford said, “We never sell data about how you drive your vehicle to data brokers.” Many privacy controls already existed; the new initiative focuses on making them easier to understand and find. Ford’s announcement centers on transparency and control over personal information collected by connected vehicles.

The automaker gathers vehicle data including VIN, software versions, engine temperature, tire pressure, fuel and fluid levels, odometer readings, maintenance, diagnostics and performance information. It also collects driving data such as speed, accelerator use, braking, steering and seatbelt use. Ford describes driving data as how the vehicle is operated and used. Ford collects vehicle location data as precise latitude and longitude.

Ford also collects audio and visual data including images from forward-facing and rear-facing cameras and voice commands when the system is in an active listen state (when the system is listening for voice commands).

Drivers can manage Ford connected vehicle settings through the vehicle touchscreen, the Ford mobile app or an online Ford account. Owners of 2018 or later model-year Fords should review connected vehicle settings, according to the automaker. Owners can request access, correction or deletion of personal data through Ford’s privacy notice, subject to applicable laws and exceptions. Drivers should also review Ford’s separate personalization and marketing settings.

Before selling or trading in a Ford, owners should factory reset the vehicle to erase saved addresses, linked accounts and garage door opener codes. Owners should also disconnect the vehicle from the Ford account before selling or trading it in. Deleting the Ford app does not stop vehicle data sharing, and a factory reset does not remove data Ford already collected.

The Ford Privacy Promise also applies to Lincoln vehicles, launches in coming weeks, covers Mexico and Canada, and may expand to regions. Ford is preparing connected vehicles, including models on its upcoming universal electric vehicle platform.

Thirty-six attorneys general reached a $220 million settlement with General Motors on Oct. 29 concerning driver personal information. The states alleged General Motors gathered and sold driving details and location data to third parties including brokers serving insurance companies. The GM deal requires affirmative express consent prior to gathering or sharing covered driving and location information. General Motors had previously ended its Smart Driver program as part of the broader privacy scrutiny.