Ford promises to keep your car's data safe and under your control

Ford has made a public "privacy promise" to its customers. The company says it is an "explicit commitment" to keep vehicle data safe and let drivers control what they share. Ford also launched a website that explains what data its cars collect, why, and how to change those settings.

What changed

The controls are not new. They have existed for years. What Ford wants to change is how clearly it talks about them. The timing matters because Ford is preparing a new generation of more connected cars, including ones built on its upcoming "universal electric vehicle" platform.

The site mixes explanations of what Ford collects and how it uses the data with steps for opting in or out. Kristin Jones, Ford's chief privacy officer, said it is also a chance to educate customers about how they share data.

What Ford says it will and will not do

• Ford says the data will not be used for purposes such as targeted advertising.
• Ford says it does not share information about how customers drive with data brokers.
• Vehicle health data gives owners real-time maintenance alerts and supports research on future technologies.

Jones said Ford is "not in it to try and monetize data." It is not clear from the announcement how the promise would be enforced.

Why now

Many drivers do not know what their car collects. Only 14% of US drivers say they fully understand it. That gap has let some companies quietly sell driver data to third parties. General Motors ran into trouble with the Federal Trade Commission over that practice. Last week it also reached a $220 million settlement with 36 states.

Trust is becoming a selling point. Slate Auto, an EV startup backed by Jeff Bezos, has pitched itself as a better steward of customer data. Ford says it surveyed 1,000 consumers and 91% called data privacy a key consideration.

The trade-off for drivers

Less sharing means fewer features. Jones said turning off "connected services" in a Ford vehicle disables real-time navigation and built-in roadside assistance. Opting out of sharing some data will make some modern features unavailable.

What to do

Ford owners can review the new website and look at what their vehicle shares. Decide which features you actually use before changing anything. If you rely on navigation or roadside help, switching off connected services will cost you those.