Companion mobile applications for vehicles often transmit more information than the cars themselves. Researchers at Northeastern University partnered with Consumer Reports to examine 30 apps associated with 21 vehicles spanning 19 brands, discovering that 28 reached out to external advertising or analytics firms.
Seven of those applications went further, forwarding details capable of identifying a person or specific vehicle, including driver names, vehicle identification numbers or precise location data. More than seven in ten of the tested apps initiated contact with a minimum of five separate tracking or analytics endpoints. Technology giants receiving data included Amazon, Google, Meta, Microsoft, Pinterest, Snap and Yahoo.
Co-author Nicole Zagson told reporters that major technology companies are present throughout the vehicles people drive. Fellow researcher Sarah Elizabeth Gillespie indicated it appears impossible to purchase a new car that does not track its owner.
The persistence of identifiers presents the larger concern. A VIN is stamped during manufacture and cannot be reset in the manner of a phone’s advertising identifier. Owners can disable certain app permissions, but the vehicle-tied identifier endures.
The study underscores a broader shift in automotive data practices. As vehicles integrate digital services, the boundary between transportation and surveillance narrows. Buyers face limited options to opt out while retaining functionality, and the permanent nature of vehicle identifiers creates a tracking footprint that outlasts typical device lifecycles.
