A study by Northeastern University and Consumer Reports examining 21 vehicles across 19 brands found that nearly all automakers transmit driver data to third parties, according to the research.
The collected data includes precise GPS tracking for every trip, speed and braking information, acceleration patterns, seatbelt use, infotainment system usage, seat-sensor biometrics, and in-cabin camera footage. According to the study, some of the world’s largest advertising companies receive this information.
The data collected can reveal sensitive location patterns, including where drivers sleep, work, worship, and shop. This information is then routed to data brokers and flows to banks, insurers, and lenders, where it may be used to calculate risk profiles and insurance rates.
The findings align with a recent FTC enforcement action. In 2026, the FTC issued an order against General Motors regarding its OnStar service, finding that GM collected and sold precise geolocation and driving behavior data from millions of vehicles without adequate consumer consent.
According to the study, modern vehicles have data transmission capabilities built in at the factory, and consumers cannot opt out of the internet connectivity. This means the data collection occurs automatically regardless of owner preference.
The research highlights a significant privacy concern for vehicle owners, as the driving data collected is used by financial institutions and insurance companies to assess risk and determine rates. The automatic nature of data collection—wired into vehicles at manufacture—means consumers face limited ability to prevent their location and driving patterns from being tracked and monetized.
The study’s findings underscore how automotive data has become a commodity in the broader data broker ecosystem, with vehicle owners often unaware of the scope and recipients of information their cars continuously transmit.
Key facts
- Nearly all 19 car brands in study transmit driver data to third parties
- Data includes precise GPS, camera footage, braking, acceleration, and seat-sensor biometrics
- FTC found GM collected and sold geolocation data from millions of cars without adequate consent in 2026
- Collected data flows to data brokers, insurers, banks, and lenders
- Drivers cannot opt out of data transmission as it is built into vehicles at factory