> It is important to note that the exposed details do not constitute personally identifiable information, so it wouldn't be possible to use this data leak to track individuals The data included timestamped GPS data, which has been demonstrated to be easy to de-anonymize.
Yeah, companies seem to think that "personally identifiable information" is basically just your name. That's clearly wrong because GPS data and VIN make it extremely straightforward to figure out who a car owner is. As far as I'm concerned, this is PII. That statement is a bald-faced lie and a state AG should bring charges over this - it's extraordinarily irresponsible for Toyota to collect this data and then leak it…
Relatedly, PII sucks as a basis for privacy law. The laws enshrining PII were made in response to identity theft[2], and that's the "threat model" those laws are protecting against. They do a reasonable job protecting against that threat model, but are very narrowly-focused on that threat model.
Fine-grained location data is absolutely sensitive data, and any non-braindead privacy legislation would consider it as such. The US lacks such legislation. It would be considered Personal Data under GDPR, and Personal Information under CCPA.
[1] Actually like 400 definitions in 400 different laws, but there's a lot of similarity.
[2] Specifically, the first data breach notification law was made in response to lawmakers being the victims of identity theft. This is a common thread in US privacy laws. See also Robert Bork.