Going Android: Ford and Google Enter Six-year Data Partnership

On Monday, Ford and Google jointly announced a strategic, six-year partnership to accelerate the automaker’s connected vehicle and data service programs. Framed as part of Ford’s natural evolution into an information focused mobility firm, the release was loaded with corporate buzz phrases that we had to clean up. But the gist is that Ford would like to leverage Google Cloud for its products, meaning all future Ford models will be running Android operating systems starting in 2023.

This clears a pathway for improved integration from Google Assistant, Maps, Play, or any third-party applications catering to the incredibly popular OS. Unfortunately, it also highlights how gaga automakers are getting about data for the umpteenth time.

For better or worse, automobiles will soon be open to all the perks and security headaches of a laptop or cellphone. Automakers have seen how much money and influence companies have been able to hoover up just by collecting and hoarding user data and are keen to get in on the action. While the information offers an incalculably large benefit to marketing teams and engineers, these changes are often conducted under the veil of supporting autonomous/electric vehicle development or simply as a way to “modernize the company.”

Unfortunately, modernization has become a suboptimal excuse for decisions that would register to some as a clear invasion of privacy. But we cannot say with any certainty that the deal penned with Google crosses any new lines. Ford explained the duo would be establishing a collaborative group, called Team Upshift, that’s designed to speed up its transition into becoming something other than an automaker — which is, ironically, what most other auto brands are doing right now. For example, BMW entered into an extremely similar arrangement with Amazon at the end of 2020.

From Ford:

To drive ongoing innovation, Ford and Google are establishing a new collaborative group, Team Upshift. Leveraging the talent and assets of both companies, Team Upshift will push the boundaries of Ford’s transformation, unlock personalized consumer experiences, and drive disruptive, data-driven opportunities. This may include projects ranging from developing new retail experiences when buying a vehicle, creating new ownership offers based on data, and more.

“As Ford continues the most profound transformation in our history with electrification, connectivity and self-driving, Google and Ford coming together establishes an innovation powerhouse truly able to deliver a superior experience for our customers and modernize our business,” said Jim Farley, President and CEO of Ford.

While Ford predictably discussed how the partnership would improve the artificial intelligence required for self-driving and upgrade future multimedia systems, the immediate get is access to Google’s analytics and data management services. That’s also likely to be the more lucrative aspect of the partnership as well. Blue Oval noted that the tech giant should help it “fast track the implementation of data-driven business models.” This could manifest as an early reminder that your car is due for its regularly scheduled maintenance or be utilized to feed you targeted advertisements synced between your vehicle and phone based on frequently visited locations. It all depends on what turns out to be the most profitable and what corporations think they can get away with.

But we also have to admit that it is likely to make Ford products more desirable going forward. Unless anti-trust laws finally catch up with Google or consumers collectively reject data-based services, people will probably remain married to its admittedly well-designed products. That means Ford’s future interface will probably be familiar to many and pair well with their preferred devices and software, giving it an edge in the showroom — regardless of whether it’s physical or virtual.

[Image: Ford Motor Co.]