This policy delineates the framework under which we handle any personal data or usage details collected from you or submitted by you, concerning your engagement with our platform, including our website, mobile applications, or services.

It’s crucial to peruse this disclosure attentively to grasp your entitlements concerning your personal data, and our methodologies regarding its collection, utilization, and processing. Should you dissent from this Privacy Notice in whole or in part, refrain from accessing our Websites, Apps, or availing our services.

Data We Collect and Its Usage

Volunteered Information: You might provide details by interacting with us through our Websites, Apps, email, phone, social media, or other channels. You may also give information by subscribing to our newsletters or notifications, or by establishing an account and subsequently utilizing our services.

CCTV Data: Certain vehicles in our fleet are equipped with outward-facing dashboard cameras. These cameras don’t record interior footage or audio, but they might capture your image when you get in or leave the vehicle.

Corporate Engagement Data: If your usage of our services is facilitated by your organization, pertinent data may be relayed to us by your employer. Solely applicable to our corporate clientele, your employer might share information about you when registering for our services, such as your name and professional email address.

Third-party Sourced Data: In instances of fraud or suspected fraud, we may acquire information from third-party sources or public records to thwart and identify fraudulent activities.

To perform our contract with you, we will use your information:

• Engaging in correspondence with you.
• Giving ground transportation and/or courier services.
• Generating records of bookings and dispatching booking acknowledgments, confirmations, receipts, and invoices.
• Maintaining records of lost items.

In alignment with our vested interests in ensuring responsiveness and the seamless operation of our services and organization, we will utilize your information for the following purposes:

• Detecting and thwarting fraudulent activities and criminal behavior.
• Conducting reporting and data analysis endeavors.
• Overseeing our membership and loyalty scheme(s).
• Addressing insurance-related needs.
• Adhering to legal and regulatory mandates set forth by Transport for London and other licensing authorities in our service areas.
• Fulfilling customer service requisites and managing complaints and feedback.
• Evaluating and gauging the quality of our service provision.
• Organizing events for our clientele.
• Relaying feedback such as driver ratings or compliments.
• Enrolling you in our newsletters or alerts.
• Reaching out to you via telephone, email, SMS, or our Apps.
• Identifying our users.
• Tailoring our services to your preferences, such as providing accessible vehicles upon request, and delivering personalized promotions and offers based on your usage patterns, such as discounts on airport bookings for frequent airport travelers.
• Enforcing our terms and conditions.
• Sending you information about products, services, promotions, events, and other relevant news and updates, provided you have opted in for such communication.
• Supplying third parties with statistical insights about our user base, with individual users remaining anonymized within this information.

Gathering Technical Usage Data

During your visits to our Websites or utilization of our Apps, we automatically gather data transmitted to us by your computer, mobile phone, or any other access device. This data encompasses:

• Your IP address.
• Device specifics encompassing, yet not limited to, identifiers, names, and operating system types (inclusive of versions).
• Mobile network particulars.
• Standard web particulars, such as browser types and the web pages accessed on our Websites.
• Mobile device UUID (Unique Download ID) and/or mobile device fingerprint.
• Hardware configurations, software details, file names and versions, preferred languages, unique device identifiers, advertising identifiers, serial numbers, and device motion insights.

As processing your data aligns with our legitimate interests in delivering effective services and valuable content, we collect this information for the following purposes:

• Customizing our Websites and Apps to ensure optimal presentation of content for you and your device.
• Monitoring and analyzing trends, usage patterns, and activities related to our Websites, Apps, and services to enhance our offerings.
• Administering our Websites and Apps, and conducting internal operations like troubleshooting, data analysis, testing, research, statistical evaluations, and surveys.
• Safeguarding the integrity and security of our Websites and Apps.
  Assessing the effectiveness of the content served to you and others.

Additionally, we acquire data from alternative sources, including analytics entities for in-car Wi-Fi data usage, and for telematics data (encompassing crash/impact detection, GPS location data, vehicle usage/driving style data, and odometer readings). Moreover, we obtain information from third-party data validation tools like Experian, and from publicly accessible repositories such as Companies House, the Land Registry, the Electoral Register, and publicly shared online data.

Cookies

Do we utilize cookies?

Yes, we use cookies to gather insights into your browsing behaviors across various websites after you visit our services. This facilitates the evaluation of our Websites’ and Apps’ performance and enables us to retain your particulars and preferences. Cookies empower us to identify and quantify user counts, as well as track user navigation across our Websites, thereby enhancing the services we offer and optimizing the functionality of our Websites. Further details on cookies and how to manage them can be found at http://www.allaboutcookies.org/. For comprehensive information on our cookie usage, please consult our Cookies Policy.

Additionally, we utilize Google Analytics, a web analytics tool aiding us in comprehending user interactions with our Websites. Google Analytics, akin to many services, employs first-party cookies to monitor user engagements, allowing us to amass insights into user behaviors on our site. This data is leveraged to generate reports and refine our Website. These reports elucidate website trends while preserving visitor anonymity. You have the option to opt out of Google Analytics tracking without impacting your browsing experience on our site. For detailed instructions on opting out of Google Analytics tracking across all websites, visit the following Google page: https://tools.google.com/dlpage/gaoptout.

How We Share Your Personal Data

Our approach to sharing your personal data

We uphold a strict policy of not selling, renting, or leasing your personal information to external parties unless expressly outlined in this Privacy Notice. Your information is selectively shared with designated recipients falling under the subsequent categories:

• Situated in the UK, these providers facilitate storage services.
• Offering SaaS services, these providers assist in our technological infrastructure.
• Based in both the UK and the USA, these entities aid in enhancing and optimizing our Websites and Apps. Operating from the UK and USA, these entities process payments and store your personal data for such purposes within both regions.
• These providers offer assistance in the maintenance and support of our booking platform.
• Engaged in the investigation and resolution of insurance claims, these entities include our insurance company and claims handling companies.

Furthermore, we will divulge your information to law enforcement agencies, public authorities, or other organizations if legally mandated or if we possess a bona fide belief that such action is reasonably necessary to:

• Fulfill a legal obligation, process, or request.
• Uphold our terms and conditions and other agreements, including investigations into potential breaches.
• Address security, fraud, or technical concerns.
• Safeguard the rights, property, or safety of ourselves, our users, a third party, or the public, as mandated or permitted by law. This may entail exchanging information with other companies and organizations for purposes such as fraud prevention and credit risk reduction.

Additionally, your information may be disclosed to third parties in the following scenarios:

• In the event of a business sale or asset transfer, wherein your data will be shared with prospective buyers.
• In the event of our business or a significant portion of our assets being acquired by a third party, wherein user information held by us will be among the transferred assets.

Where Is Your Personal Data Stored?

The data collected from you will be transferred to and stored at/processed outside of the European Economic Area (EEA). Additionally, your personal data may be processed by personnel outside the EEA who are employed by one of our suppliers. These individuals are involved in various activities, including but not limited to, processing your booking, handling your payment details, and providing support services. We will undertake all reasonable measures to ensure that your personal data is handled securely and in accordance with this policy.

Ensuring the Security of Your Personal Data

While we endeavor to safeguard your personal data to the best of our abilities, it’s important to note that transmitting information via the Internet or email is not entirely secure. Despite our efforts, we cannot guarantee the absolute security of information transmitted through our Websites, Apps, email, or contact centers; any transmission is undertaken at your own risk. Upon receipt of your information, we will implement appropriate technical and organizational measures to protect your personal data against loss, theft, and unauthorized access, use, or alteration.

Periodically, we may feature links to and from the websites of our affiliates or third parties. If you choose to follow a link to any of these websites, please be aware that they maintain their own privacy policies, and we bear no responsibility or liability for these policies. It’s advisable to review these policies before submitting any information to these websites.

Data Retention Duration

In determining the retention period of your personal data, we evaluate various factors to ensure that we do not retain your information longer than necessary or appropriate. These factors comprise:

• The purpose for which your personal data is held.
• Our legal and regulatory obligations concerning that personal data, including financial reporting requirements and regulatory obligations to entities such as Transport for London and local licensing authorities.
• The status of our relationship with you, whether it’s ongoing, such as maintaining an active account with one or more of our brands, continuing to receive marketing communications, or regularly interacting with our Websites/Apps.
• Your level of engagement with our brands, considering factors like email interaction, website visits, or engagement with user-generated content.
• Any specific requests from you regarding the deletion of your personal data.
• Our legitimate business interests pertaining to the management of our rights, such as defending against claims.

We will retain your information as outlined below:

• Your customer profile and account details (including technical usage data) will be retained for 7 years following your last use of our services.
• If you communicate with us via email, your data will be retained for 5 years.
• Records of bookings, lost property, and complaints will be kept for a minimum of 12 months to comply with regulatory requirements.

Upon termination of your use of our services, your information will be stored in an aggregated and anonymized format.

Your Rights

What rights do you possess concerning the personal data we hold about you? These rights may apply only under specific circumstances, which we outline below along with the procedure for exercising them. To assert any of your rights, kindly contact us at info@supremecars.co.uk.

Access: You possess the right to request access to the personal data we retain about you, along with specific details about how we utilize your personal data and with whom we share it.

Correction: Furthermore, you hold the right to request correction of any inaccuracies or incompleteness in your personal data.

Portability: If you have provided your personal data to us under contract, you have the right to request the transfer (port) of this data to another data controller in a structured, commonly used, and machine-readable format.

Erasure: Under certain circumstances, you have the right to request the deletion of the personal data we hold about you.

Restriction: In specific situations, you have the right to request restriction (cessation of active processing) of your personal data, except for storage purposes.

Objection: In certain circumstances, you possess the right to object or restrict our processing of your personal information (e.g., where you request correction or erasure, you also have the right to restrict the processing of your relevant data while your request is under consideration). You can object to our processing of your personal data based on our legitimate interests, and we will discontinue processing your personal data unless we can demonstrate an overriding legitimate ground.

Additionally, you have the right to lodge a complaint with the Information Commissioner’s Office or another applicable data protection supervisory authority.

Please note that these rights may be limited in cases where fulfilling your request would adversely affect other individuals, compromise company trade secrets or intellectual property, or conflict with overriding public interest reasons or legal obligations mandating retention of your personal data.

Objection to Marketing

You retain the right to object to our processing of your data for marketing communications purposes at any time, including where we create profiles for such purposes. We will cease processing your data for this purpose upon your objection. You can adjust your marketing preferences at any time through the preference center within your account, accessible via https://www.supreme-cars.uk/.

Complaints

Should you wish to file a complaint about our processing of your personal data, please reach out to us initially at info@supremecars.co.uk, and we will endeavor to address your concerns promptly. This action does not prejudice your right to lodge a complaint with the Information Commissioner’s Office or the data protection supervisory authority in the EU country where you reside or work, should you believe that we have breached data protection laws.

Changes

Any revisions to this policy will be posted on this page. Kindly check back regularly to stay informed about any updates or alterations to this policy.

Contact

We welcome questions, comments, and requests regarding this policy, which should be directed to https://www.supreme-cars.uk/. Alternatively, you can write us at Devonshire House 1 Cliveden Office Village Lancaster Road High Wycombe Buckinghamshire HP12 3YZ or (01844 275 000).