Privacy Policy

Effective Date: 05 May, 20206

1. Introduction

Chess Valley Autos Ltd respects your privacy and is committed to protecting your personal data.

This Privacy Policy explains how we collect, use, store, and protect personal information in accordance with:

UK GDPR
Data Protection Act 2018
Privacy and Electronic Communications Regulations (PECR)
Applicable UK consumer protection laws

2. Data Controller

Chess Valley Autos Ltd

Website: www.chessvalleyautos.co.uk

Email: admin@chessvalleyautos.co.uk

Postal Address::Normills Yard, Aylesbury Road, Aston Clinton, Buckinghamshire, HP22 5AG, United Kingdom

3. Information We Collect

Identity Data

Full name
Date of birth
Driving licence information (where applicable)

Contact Data

Email address
Telephone number
Postal address

Vehicle Data

Vehicle registration numbers
Vehicle ownership information
Vehicle valuation requests
Vehicle enquiry history

Financial Data

Where necessary:

Finance application information
Affordability information
Credit-related data processed through authorised lenders

We do not store full payment card details.

Dealer Platform Data

For CRM users:

User accounts
Login activity
Vehicle inventory
Marketing content
Social media account connections
Lead management records

Technical Data

IP addresses
Browser information
Device identifiers
Cookies
Usage analytics

4. How We Collect Information

We collect information when you:

Visit our website
Submit enquiries
Purchase vehicles
Request valuations
Apply for finance
Register for our CRM platform
Connect social media accounts
Contact customer support

5. Legal Bases for Processing

We process personal data under:

Contractual Necessity

To provide products and services.

Legitimate Interests

To improve services, prevent fraud, and maintain platform security.

Legal Obligations

To comply with regulatory and tax requirements.

Consent

Where required for marketing communications and optional cookies.

6. How We Use Your Information

We use personal information to:

* Process vehicle enquiries
* Complete vehicle sales
* Arrange test drives
* Provide warranty services
* Process finance introductions
* Deliver CRM services
* Publish dealer content
* Improve our website
* Detect fraud
* Comply with legal obligations

7. Social Media Integrations

Our CRM platform may connect with:

Facebook
Instagram
TikTok
X
YouTube
Other third-party platforms

When users connect social accounts, we may process:

Account identifiers
Publishing permissions
Post scheduling information
Content performance metrics

We do not control how third-party platforms process personal data.

Users should review each platform’s privacy policies.

8. Sharing Your Information

We may share information with:

Finance providers
Warranty providers
Delivery companies
Payment processors
Hosting providers
Cloud service providers
Analytics providers
Professional advisers
Government authorities where legally required

We never sell personal data.

9. International Transfers

Where data is transferred outside the UK, we implement appropriate safeguards including:

UK International Data Transfer Agreements (IDTA)
Standard Contractual Clauses
Equivalent lawful transfer mechanisms

10. Data Retention

We retain information only as long as necessary.

Typical retention periods:

Customer records: 6 years
Financial records: 6 years
Marketing consent records: until withdrawal
Platform account data: while account remains active
Security logs: up to 24 months

11. Your UK GDPR Rights

You have the right to:

Access your data
Correct inaccurate data
Request deletion
Restrict processing
Object to processing
Data portability
Withdraw consent
Lodge a complaint

12. Cookies

Our website uses cookies for:

* Website functionality
* Analytics
* Security
* Performance monitoring
* Marketing preferences

Users can manage cookie preferences through browser settings and our cookie banner.

13. Security Measures

We use:

SSL encryption
Secure hosting environments
Access controls
Audit logging
Multi-factor authentication where applicable
Routine security monitoring

14. Children’s Privacy

Our services are not directed at children under 18 years of age.

We do not knowingly collect children’s personal information.

15. Automated Decision-Making

Where automated processes are used, such as lead scoring or content scheduling, users may request human review of significant decisions affecting them.

16. Changes to this Policy

We may update this Privacy Policy from time to time.

Updated versions will be published on our website with a revised effective date.

17. Contact Us

For privacy-related enquiries:
Data Protection Contact
Chess Valley Autos Ltd