To solve the problems of vehicle privacy leakage, data silos and hard cross-chain identity authentication, we propose a privacy information protection scheme in internet of vehicles (IoV) cross-chain application based on non-interactive zero-knowledge proof. By non-interactive zero knowledge proof (NIZKP) and certificateless method, this scheme solves the problem of vehicle privacy disclosure, and it also ensures the identity verification of vehicle group members and data authenticity. Blockchain-based IoV cross-chain model is constructed to solve the problem of data silos. Decentralization of internet of vehicles system is enhanced by the combination of Shamir secret sharing and consortium chain smart contract. Devised scheme uses distributed road side units and edge servers to help the blockchain users to realize the data uplink and computing operations, and can guarantee the efficiency of authentication process for large-scale IoV application scenarios. Devised scheme can effectively resist various security threats such as forgery attacks and replay attacks, the overhead of single-signature and verification at the millisecond level and communication overhead as low as 768 bits which outperforms existing schemes. Devised scheme ensures high controllability of privacy information, and it solves the issues of data sharing and authentication efficiency in IoV cross-chain applications, it is suitable for large-scale real-time vehicular network application scenarios.