Rest Assured with Sure Automotive

Privacy Policy — Sure Automotive Ltd

Last updated: 14 February 2026

At Sure Automotive, we take your privacy seriously. Rest Assured — we only use your personal information where we have a lawful reason to do so, we keep it secure, and we’re transparent about how it’s used.

This Privacy Policy explains how Sure Automotive Ltd (“Sure Automotive”, “we”, “us”, “our”) collects and uses your personal data when you visit our website, enquire about a vehicle, buy a vehicle, apply for finance, or use our services.

1) Who we are (Data Controller)

For UK data protection law (UK GDPR and the Data Protection Act 2018), we are the Data Controller.

Sure Automotive Ltd
Registered office: Sterling House, Fulbourne Road, Walthamstow, London, E17 4EE
Trading address: 18 Chelmsford Rd, Dunmow, CM6 1LL
Website: sure-automotive.com

If you need to contact us about privacy, please use our main contact details shown on the website. We’ll publish a dedicated privacy contact email once finalised.

2) The personal data we collect

Depending on how you interact with us, we may collect:

Identity & contact details
Name, address, email address, telephone number.

Enquiry and communication details
Your messages/enquiries, appointment details, call notes (and call recordings where used and where lawful), complaint records, and information you choose to share with us.

Vehicle and transaction details
Vehicles you view/enquire about, part exchange details, quotations, purchase information, and aftersales/warranty/service plan choices.

Finance-related details (only if you ask us to help arrange finance)
Information needed to submit and manage a finance application (for example, address history, employment details, income information, and other details required by the lender).
Important: Finance providers will also provide their own privacy information and will complete their own checks.

Website technical data
IP address, device type, browser type, pages visited, approximate location (from IP), and cookie/analytics identifiers.

CCTV (if used at our premises)
Images for security and crime prevention.

3) How we collect your data

We collect personal data when you:

  • Use our website forms or book appointments

  • Call, email, message, or visit us

  • Request a quote, reserve a vehicle, or place a deposit

  • Purchase a vehicle or related products/services

  • Apply for finance via us (at your request)

We may also receive data from third parties where lawful and relevant, such as:

  • Finance providers/brokers (when you request finance)

  • Vehicle history/valuation and verification providers

  • Warranty/insurance/product providers (when you choose those products)

  • Inspection/assessment partners (where required for a service you request or the vehicle preparation process)

  • Service and delivery partners (where required to fulfil a service)

4) MotorDesk (CRM / Dealer Management System)

We use MotorDesk to manage vehicle listings, customer enquiries, bookings, and sales administration.

When you submit an enquiry through our website, the information you provide may be processed and stored within MotorDesk so we can:

  • Respond to your enquiry and provide quotes

  • Arrange appointments/test drives/viewings

  • Manage reservations, deposits, and vehicle administration

  • Maintain appropriate records of customer communications and transactions

MotorDesk acts as a service provider to us for these purposes.

5) Our lawful bases for using your data

We only process personal data where we have a lawful basis, including:

  • Contract: to provide quotes, supply a vehicle, process deposits, and provide services you request

  • Legal obligation: where we must comply with legal/regulatory requirements (e.g., accounting, tax, consumer rights, fraud prevention)

  • Legitimate interests: to run and improve our business, respond to enquiries, keep appropriate records, prevent fraud, protect our premises/systems, and provide customer support

  • Consent: where you have actively opted in (e.g., marketing communications and optional cookies)

6) What we use your data for

We use personal data to:

  • Respond to enquiries and provide accurate information and quotations

  • Arrange appointments, viewings, test drives, and handovers

  • Process purchases, deposits, invoicing, and payments

  • Support part exchange valuations and administration

  • Submit and manage finance applications only where you request this

  • Provide aftersales support, warranties, service plans, and customer care

  • Handle complaints and resolve issues

  • Prevent fraud, protect customers and staff, and maintain site/security controls

  • Improve our website, services, and customer experience

7) Who we share your data with

We do not sell your personal information.

We may share your data where necessary with trusted parties such as:

  • MotorDesk (our CRM/dealer management system) to manage enquiries and sales administration

  • Finance providers / lenders / brokers (only when you request finance)

  • Warranty, insurance and product providers (only where you choose those products)

  • Vehicle administration and service partners (registration/admin, delivery/logistics, inspection/assessment providers where needed)

  • Payment processors to take payments securely

  • Professional advisers (accountants, solicitors) where necessary

  • Regulators / law enforcement where we’re legally required or permitted to do so

8) Marketing preferences

If you opt in, we may send you marketing communications (email/SMS/phone) about vehicles, services, or offers.

You can opt out at any time by using the unsubscribe link in emails, replying “STOP” to SMS (where applicable), or contacting us via the details shown on our website.

We may still contact you about service messages (e.g., appointment confirmations, order updates, complaint handling).

9) Cookies and website analytics

Our website may use cookies and similar technologies to ensure the site works properly, measure performance, improve user experience, understand how visitors use the site, and support marketing/advertising where enabled (subject to consent).

Where required, we’ll ask for your consent via a cookie banner. You can also manage cookies through your browser settings.

10) How long we keep your data (Retention)

We keep your information only as long as necessary for the purposes above and to meet legal/regulatory requirements.

Typical retention periods:

  • Sales/transaction records: commonly up to 6 years after completion (or longer where required)

  • Enquiries where no purchase occurs: typically 12–24 months

  • Finance-related records: in line with lender/regulatory requirements

  • CCTV (if used): typically up to 30 days, unless required for an incident investigation

11) Keeping your data secure

We use appropriate technical and organisational measures to protect your data, including access controls, secure systems, and trusted suppliers. No system can be guaranteed 100% secure, but we take security seriously and continuously review our controls.

12) International transfers

Some suppliers may process data outside the UK. Where this happens, we ensure appropriate safeguards are in place (for example, adequacy regulations or approved contractual protections).

13) Your rights

You have rights under UK GDPR, including the right to:

  • Access your personal data

  • Correct inaccurate data

  • Request deletion (in certain circumstances)

  • Restrict processing (in certain circumstances)

  • Data portability (in certain circumstances)

  • Object to processing (including direct marketing)

  • Withdraw consent (where processing is based on consent)

To exercise your rights, contact us using the details shown on our website.

14) Complaints

If you’re unhappy with how we handle your personal data, please contact us first and we’ll do our best to resolve it.

You also have the right to complain to the Information Commissioner’s Office (ICO), the UK data protection regulator.

15) Changes to this Privacy Policy

We may update this policy from time to time. The “Last updated” date at the top will reflect the latest version.