Ford Launches Privacy Site Offering 'Quasi-80s Mode' for Data Opt-Outs
Drivers can disable connected services to mimic pre-digital vehicle experiences, though this limits live traffic and navigation features.
Ford Motor Company has introduced a new website detailing how it collects and uses driver and vehicle data, while offering owners the option to disable connected services for a more traditional driving experience.
What Happened
The automaker launched its "Privacy Promise" website this week to explain exactly what connected vehicle information Ford collects, which may include location data, driving characteristics, diagnostic information, and other data from the vehicle and Ford's smartphone app. The site also outlines how this data is used and provides instructions for drivers to turn data sharing off. Kristin Jones, Ford's Chief Privacy Officer, stated that the goal is to allow users who do not wish to share connected data to "essentially create a quasi-’80s mode car," providing an "old-school experience."
Why It Matters
Disabling connectivity involves functional trade-offs. If drivers opt out of sharing location and connectivity data, they lose access to features that rely on that information, such as live traffic updates and connected navigation. This move follows General Motors' recent $220 million settlement regarding the sale of driver data, with Ford explicitly stating it is not in the business of selling such data. The decision also impacts Ford's potential revenue from digital subscriptions, a strategy CEO Jim Farley has indicated is key for boosting income from vehicles like the Fathom, as disconnected cars generate less data for tailored services.
The Bottom Line
Ford's new transparency initiative empowers drivers to choose between modern connected features and data privacy, acknowledging that opting out results in a less functional, albeit more private, vehicle experience.
