A study by Northeastern University reveals that some connected cars are sharing driver data directly with third-party companies, fueling new privacy concerns tied to vehicle technology.
The details: The findings—as detailed in the report, “Automatic Transmission,” conducted by Northeastern researchers—reveal that 19 of the 21 vehicles tested contacted at least one third party over Wi-Fi, including known advertising and tracking domains, according to Northeastern Global News.
The Tesla Model 3 topped the list, contacting 34 advertising, tracking, and analytics domains, followed by the Cybertruck, which contacted 23 domains.
The Cadillac Lyriq contacted 10 domains, followed by the Lucid Air at 9, Chevrolet Blazer at 7, and Honda Prologue at 5.
The Mercedes-Benz EQS and Buick Envista had zero domain contacts, per the “Automatic Transmission” report.
The Lyriq, Blazer and Prologue are all built on GM's EV architecture and share a Google-based infotainment stack, per Yahoo, putting the total number of domain contacts among the vehicles riding on GM architecture at 31.
What they’re saying: “We’re committed to keeping customer data secure so people can enjoy the benefits of in-vehicle connectivity—like better navigation, communication, and safety—alongside privacy policies that are clear and easy to understand,” said a GM spokesperson, per NGN.
Why it matters: As connected technology becomes more central to the vehicle experience, dealers could face more questions from buyers about how their data is collected and shared, making transparency around privacy settings and connected features increasingly important during the sales process.
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Between the lines: The “Automatic Transmission” report also underscores growing privacy concerns tied to connected vehicles as automakers continue integrating more technology into their products.
A 2024 study found that 96% of 1,300 people surveyed believe they should own and control any data their cars generate, with 78% feeling uneasy about automakers collecting any driver data.
The global connected vehicle market is projected to reach roughly $26 billion by 2030, with a growing focus on intelligent navigation and immersive digital cockpit technologies.
Bottom line: Connected technology is an increasingly important part of the vehicle experience, and explaining connected features and how customer data is handled will likely be important for building trust as the technology expands.
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