Privacy Policy

Last updated: 10 September 2026

The Motor Firm, Chequers, London Road, Flamstead, St Albans, AL3 8HD, is the data controller for personal information collected through this website.

What we collect

When you enquire about a car, book a viewing or ask us to price your car, we collect the details you give us: your name, phone number, email address and, when you are selling or part-exchanging, your vehicle's registration, mileage and condition details.

How we use it

We use your details to respond to your enquiry, prepare and send prices, arrange viewings and complete sales paperwork. We do not sell your data. We only share it where needed to run the business (for example our website hosting and email providers) or where the law requires.

Vehicle data lookups

When you enter a registration number, either for a price or as a part-exchange on an enquiry, we look up vehicle details from official sources (DVLA and DVSA MOT records) to confirm the car's specification and history.

Why we're allowed to

Where you have asked us for something, whether a price, a viewing or a reservation, we use your details to take those steps at your request and to carry out the sale. Beyond that we rely on our legitimate interest in running the business: answering enquiries, keeping a record of what was agreed, and preventing fraud. Where the law obliges us to keep a record, such as sales and finance paperwork, we keep it for as long as the law says.

Cookies and the map

We set no advertising or tracking cookies. The one thing we ask about is the Google map on our home and contact pages, which is not loaded until you allow it. Our cookie policy sets out what we use and how to change your answer.

How long we keep it

Enquiries and price requests are kept for up to 24 months so we can honour a price we have given and follow up, unless you ask us to delete them sooner. Sales records are kept as required by law.

Your rights

You can ask us for a copy of your data, ask us to correct it or ask us to delete it at any time by emailing info@motorfirm.uk. If you're unhappy with how we've handled your data, you can complain to the Information Commissioner's Office (ico.org.uk).