A recent study by Northeastern University researchers reveals that modern connected cars and their companion mobile apps are routinely sharing detailed personal data with major tech companies, raising serious consumer privacy concerns. The study looked at 21 newer vehicles from 17 automakers including GM, Ford, Tesla, and Toyota, as well as 30 associated apps. They found that 19 cars sent data to at least one third party, while 7 of the apps transmitted sensitive information such as vehicle identification numbers, emails, phone numbers, and precise locations to firms involved in tracking and advertising. This data sharing allows companies like Google, Meta, Adobe, and Microsoft to build extensive profiles on drivers, which are difficult for consumers to avoid or opt out of.

The depth of data exposure increases significantly when the vehicle and its companion app work together, roughly doubling the amount of information sent to advertising and tracking companies. The researchers recently shared their findings with the automakers involved. Except for Honda, which responded by improving data practices and demanding that its vendor delete geolocation data, manufacturers largely deflected responsibility onto consumers. Some automakers noted that certain links in their apps lead to external webpages that may use cookies for data collection, but drivers were generally not informed about the extent or specifics of the data being gathered and shared.

This research underlines the extensive reach of connected vehicle technology such as GPS and WiFi, which continuously collects and transmits user data. The practice has been the focus of prior investigations and legal actions, including a recent $12.75 million settlement by GM over privacy issues in California. Despite public scrutiny, the sharing of driving data remains widespread, often without clear consumer consent, raising questions about oversight and regulation in this rapidly evolving digital ecosystem. For drivers who enjoy conveniences like remote start and unlocking features, the trade-off is an almost unavoidable erosion of privacy.

As automakers integrate more sophisticated connectivity and digital services, data collection is becoming an intrinsic component of the driving experience. The study, soon to be peer-reviewed and published, serves as a call for greater transparency and control for consumers over their vehicle data. It also highlights the growing role that tech giants play in leveraging automotive data for advertising and tracking purposes. Without better safeguards or regulatory interventions, drivers are likely to find their personal and location data continuously shared with third parties as a standard aspect of using connected cars and their mobile applications.