Study Reveals Widespread Data Sharing Between Connected Vehicles and Major Tech Companies
Researchers from Northeastern University tested 21 modern vehicles and 30 companion apps, discovering that connected cars and their associated mobile applications regularly transmit sensitive data to major technology companies including Google, Meta, Adobe, and Microsoft. Nineteen of the tested vehicles sent traffic to at least one third party, with companion apps doubling the exposure to advertising and tracking companies, enabling data brokers to build comprehensive consumer profiles. Most automakers deflected responsibility for the data sharing practices, though Honda took corrective action by instructing its vendor to delete collected geolocation data.
Connected vehicles now generate substantial personal information through their built-in connectivity features, yet automakers have largely avoided taking responsibility for how this data flows to external parties. The Northeastern University research examined both the vehicles themselves and their accompanying smartphone applications, finding that the mobile apps significantly expanded the risk exposure—roughly doubling the number of tracking entities gaining access to driver information. Notable data points collected include vehicle identification numbers, contact details, and real-time location coordinates, which third parties can aggregate into detailed consumer profiles for commercial purposes.
The findings highlight a critical gap between consumer expectations and actual practices. While most automakers deflected accountability when confronted with the research results, Honda's decision to require its vendor to purge geolocation records demonstrates that corrective action remains possible when companies face documented evidence of problematic data practices. The study's peer-reviewed status and partnership with Consumer Reports lends credibility to concerns about the systematic nature of this data sharing across the automotive industry.
The privacy implications could extend well beyond marketing, as compiled consumer profiles derived from vehicle and app data may influence insurance rates, credit assessments, and other financial services. Drivers may unknowingly contribute to algorithmic decision-making that affects their economic opportunities. The widespread nature of this practice—affecting 19 of 21 vehicles tested—suggests that avoiding data collection requires either foregoing connected features entirely or selecting among very limited options, potentially disadvantaging consumers who want modern vehicle functionality without surrendering privacy.