Privacy Policy

Prime Automotive Shoeburyness LTD ("Prime Auto", "we", "us") takes your privacy seriously. This page explains what personal data we collect when you use our website, why we collect it, who we share it with, and what rights you have. We comply with the UK GDPR and the Data Protection Act 2018.

Who we are

Prime Automotive Shoeburyness LTD, a family-run garage based at 20 Vanguard Way, Shoeburyness, Southend-on-Sea SS3 9RA. You can reach us on 07455 560506 or primeautomotiveltd@gmail.com. We are the data controller for personal information collected via this website.

What we collect

When you fill in our scrap-quote form or contact us, we collect:

• Your name, phone number, email, and (optionally) postcode
• Your vehicle registration number, which we send to the DVLA's free public Vehicle Enquiry Service to look up make, model, year, fuel, colour, MOT and tax status
• Anything you type into the "anything else" notes field
• Your IP address and basic browser/device information (used by Cloudflare and Microsoft Clarity for hosting, security, and anonymised usage analytics)

When you ask for a price with the reg-plate price card (on our homepage and our battery, recovery, mobile mechanic, Audi and parts pages), we collect less: your registration (looked up with the DVLA in the same way), your phone number, and if you give them, your postcode or where the car is, your first name and, for parts, the part you need. We use them only to reply with a price for that job.

We also count how many people start a price request without sending it, so we can tell if the card is working. That count records only which page and service it was, never your registration, number or anything else about you.

We do not ask for or store any payment details, bank information, or copies of your driving licence or V5C on this website.

Why we collect it

• To respond with a quote for your scrap car — we need to know what the car is and how to reach you. This is a contractual / pre-contractual processing under UK GDPR.
• To reply with a price for a battery, recovery, mobile mechanic, Audi or parts job you asked about, on the phone or WhatsApp as you chose. Same basis as above.
• To collect the car and handle the DVLA paperwork on your behalf if you accept the quote.
• To improve the website by reviewing anonymised session recordings (Microsoft Clarity) and aggregate visitor stats (Cloudflare Web Analytics). This is legitimate interest under UK GDPR. None of this data is sold or used for advertising.

Who we share it with

We never sell your data. We share it only with the parties needed to deliver the service:

• Licensed Authorised Treatment Facilities (ATFs) — when you accept a quote, we shop your car around licensed ATFs to secure the best price. Your name, contact and vehicle details are shared only with ATFs we engage on your behalf.
• DVLA — for the vehicle lookup at quote time, and for V5C notification (Certificate of Destruction) once the car is collected.
• Cloudflare — our hosting and DNS provider. Routes traffic and serves the site.
• Resend — sends the lead email to our team inboxes when you submit the quote form.
• CallMeBot — delivers a WhatsApp notification to our team when a quote request comes in.
• Microsoft Clarity — provides anonymised session recordings and heatmaps so we can understand how visitors use the site. Clarity does not record passwords or payment fields.

How long we keep it

• Quote enquiries we don't act on — kept for up to 6 months in our inbox, then deleted.
• Completed scrap transactions — kept for 6 years to comply with UK accounting and DVLA record-keeping obligations.
• Analytics data — Cloudflare retains for 6 months; Clarity retains for 13 months by default.

Your rights

Under UK GDPR you have the right to:

• Ask us what data we hold about you
• Have inaccurate data corrected
• Have your data deleted (where we no longer need it)
• Object to or restrict our use of your data
• Receive a copy of your data in a portable format
• Lodge a complaint with the Information Commissioner's Office (ico.org.uk) at any time

To exercise any of these rights, email primeautomotiveltd@gmail.com. We respond within one calendar month.

Cookies

We use only essential first-party storage required for the site to function. Cloudflare Web Analytics is cookieless. Microsoft Clarity uses minimal first-party storage for session identification but no third-party advertising cookies. We do not use Google Analytics or any ad-tracking pixel.

Updates to this policy

If we change how we handle your data, we'll update this page and bump the "last updated" date. Material changes that affect existing customers will be flagged at the top of the page for a month.