Ford pledges not to sell customer driving data to brokers

Ford has made a new privacy promise to its customers, saying their vehicle data is safe with the company. The automaker described the pledge as an explicit commitment.

The promise includes a vow that Ford will never sell customer driving data to data brokers, which are firms that buy and resell personal information. Ford said it will protect customer data by aggregating and anonymising it, so that individual drivers cannot be identified. The company also said it will provide clear, easy-to-understand information about how it uses personal data.

Ford said data will still be used to improve safety, and that customers will be able to adjust how much or how little data their vehicles share.

Rivals under scrutiny

The pledge is aimed at setting Ford apart from competitors. Some rival carmakers have faced legal and regulatory challenges after sharing telematics data, the information vehicles collect about location and driving, with data brokers without authorisation.

Ford's promise is a direct response to that backlash. By publicly committing not to sell driving habits, the company is trying to build trust with buyers who worry about how their movements are tracked.

Ford has not said when the new privacy measures will take effect, or how customers will be told about the changes to their data settings.