A recent study by researchers at Northeastern University, conducted in collaboration with Consumer Reports, has found that most modern vehicles equipped with connected car technology share significant amounts of user data with third-party technology companies. The study analyzed 21 late-model vehicles from 17 automakers, including Cadillac, Chevrolet, Ford, Lucid, Rivian, Tesla, and Toyota, alongside 30 companion mobile apps.
The research revealed that 19 out of the 21 vehicles sent data traffic to at least one third-party entity, while seven of the 30 apps transmitted sensitive information such as vehicle identification numbers (VIN), email addresses, phone numbers, and precise location data to companies involved in tracking and advertising. These third parties include major tech firms like Adobe, Google, Microsoft, Meta, Snap, ContentSquare, and Yahoo.
The study highlights that multiple types of data were often sent to the same third party, enabling advertisers and data brokers to create detailed consumer profiles. Such profiles are difficult for users to control or erase, as they are frequently sold to insurers, banks, and other companies. When pairing the vehicle with its companion app, exposure to advertising and tracking companies approximately doubled.
Manufacturers were informed of the findings prior to publication. Most, except Honda, deflected responsibility, sometimes blaming consumers. Honda responded by improving its data collection practices and instructing its vendor Amplitude to delete all geolocation data collected. Some automakers noted that companion apps sometimes open external web pages that may include tracking cookies, but drivers were not explicitly informed about this data collection.
This study underscores the challenges consumers face in protecting their privacy when using connected vehicle features such as remote start and unlock, as data sharing is deeply embedded in the ecosystem. The findings add to ongoing concerns about transparency and data security in the automotive industry’s increasing reliance on connected technologies.