FTC SAFEGUARDS RULE CHANGES ON 06/09/2023. DOWNLOAD PRIVACY4CARS’ FREE WHITE PAPER
This paper provides a detailed analysis of the Rule update and its effect on auto dealerships, and specifically focuses on how to safeguard the Personal Information (including sensitive geolocation and phone data) that is frequently stored in vehicles dealerships own: lease returns, loaners, trades, etc.
“Deleting Consumer PI Stored in Vehicles: Dealership Guidelines”
4 out of 5 pre-owned vehicles are resold while containing Personal Information (PI) of previous drivers and passengers (including minors)
Expanded FTC Safeguards Rule requires technical and administrative measures to protect electronic Personal Information
Over 200 laws regulate data left in vehicles
First lawsuits settled for hundreds of thousands per plaintiff, fines range from $500 to $40,000 per VIN
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Quotes from Mystery Shoppers
“The information I received from the dealership was indeed inaccurate, and in many cases unethical. I cannot trust it.”
“I hate being lied to. I find that men especially find it easy to take advantage of women in this way and it drives me crazy. I have a Master’s degree a consider myself a smart consumer. I will not deal twice with a company that deals that way with me.”
“My private information is available for anyone to see and copy.”
“This is a brand I would have usually been interested in purchasing. However, I am not confident in the salesperson’s answers to evidence that was seen in the brand vehicle’s navigation system left by the last owner.”
“Based on the salesperson’s answers about privacy, then I don’t have enough knowledge to keep me from returning one way or another.”
“Why would I give away my personal information? I don’t even answer the phone from a number I don’t know. I value my privacy.”
“I’m getting mixed messages. I’m not sure if there is anything that can protect my privacy. Seeing the last owner’s home address and routine navigational routes scared me and really made me realize there is a problem.”
“I had never thought about it much but now it’s seems very important that the privacy is protected both in the computer in the car and from the computer in the dealership.”
NIADA rates Privacy as the #2 Regulatory Risk for Dealers (after Recalls)
Growing state and federal regulatory enforcement with fines up to $40,000 per vehicle plus legal fees
4 Class Action lawsuits were filed in 2020 including one already in Discovery.
70-95% of vehicles on consignor lots contain personal data subject to legal and regulatory risk
Privacy Builds Customer Loyalty and Brand Value
93% of Americans would switch to a company that prioritizes data privacy
33% of Americans believe it’s worth spending more money with companies that prioritize data privacy
Consumers view companies that do not offer data privacy as being untrustworthy (59%) or unethical (44%)
Personal Data Stored On Vehicles is a Quickly-Growing Regulatory and Consumer Priority
Privacy4Cars makes it easy to delete synched personal data
Privacy4Cars provides VIN-specific instructions
Privacy4Cars provides a detailed record and certification
Consumers are becoming increasingly concerned with, and distrustful of, how companies safeguard their personal data against misuse and theft.
of consumers in the U.S. believe privacy is a human right.
of consumers in the U.S. believe companies have a responsibility to protect their personal information
of U.S. consumers believe all U.S. citizens should have the right to delete their personal data
Dealerships must take steps NOW to keep pace with consumer expectations!