Aston Martin respects your privacy and is committed to protecting the personal data you provide to us. 

Aston Martin Lagonda Limited ("Aston Martin") (ICO registration number: Z5475567) is the controller of the personal data collected from or about individuals ("you", "your"), in some cases along with other entities within AML's group of companies (collectively "we", "us", "our") as further described in this notice. 

This privacy notice explains how we collect, process and manage your personal data which we have received:

 

• through your use of our websites (e.g., www.astonmartin.com, subdomains and www.astonmartinlagonda.com “the websites”)

 

• through interactions with you, for example, when you express an interest in one of our products or services, either from Aston Martin Lagonda Ltd or one of our authorised dealers, subscribe to our          publications, attend an Aston Martin event, request marketing to be sent to you, contact us with enquiries or request customer support

 

• when you are an Aston Martin customer, through purchasing a product or receiving services from Aston Martin Lagonda Limited or an authorised Aston Martin dealer or repairer.

 

 

The privacy notice also explains your privacy rights in relation to personal data and how the law protects you.  It is important that you read this privacy notice together with any other privacy notice we may provide on specific occasions when we are collecting or processing personal data about you, so that you are fully aware of how and why we are using your data. This privacy notice supplements the other notices and is not intended to override them.

 

 

In particular, the collection of personal data through our connected cars and the Aston Martin connected vehicle mobile application (the "App"), as well as the subsequent processing of that data and your rights in connection with that processing is covered by Aston Martin’s Connected Cars Privacy Notice.

 

Aston Martin Authorised Dealers

Note that our authorised dealers and repairers are different legal entities. They also hold your personal data in their own right and maintain their own privacy practices. Please, contact your dealer for more information about their privacy practices.

When you visit our website(s) or when you interact with us or one of our authorised dealers or repairers.

 

Aston Martin may collect information from or about you when:

 

• You visit our websites, either directly from you or automatically through the use of cookies and similar technologies
• You interact with authorised dealers, expressing interest in our products or services
• When you attend Aston Martin events or take part in Aston Martin experiences
• When you contact us directly with questions about our products or services or other enquiries (in person, online, via telephone or email)
• When you fill in forms or data fields either electronically or in person, including creating accounts

 

Categories of personal data	Description
Identity information	Your name, surname, usernames or other unique identifiers, date of birth, gender
Contact information	Your address, email, telephone numbers and your contact preferences
Online Activity Data	IP address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access the website, cookies and other similar technologies
Marketing and Communications preferences Data	Includes your preferences in receiving direct marketing material from us and certain third parties and your communication preferences
Usage Data	Includes information about how you use our website(s), products and services
Profile Data	May include personal and professional interests and preferences, any vehicles you may have purchased or events that you may have attended and your experiences of our products and services. Preferred language, dietary requirements, the products and services in which you are interested or have purchased, occupation. Preferred Authorised Martin dealer or repairer
Communications and Interactions	Your requests for information, calls, emails, or in person communications, events, subscription to our publications, customer satisfaction surveys

  

When you are an Aston Martin Customer

 

When you are an Aston Martin customer, we will also collect information about you and your vehicle.

 

Aston Martin collects data about you and your vehicle when you purchase a product or services from:

 

• An authorised Aston Martin dealer or repairer: We will receive information from the dealer or repairer about you, your vehicle and about your vehicle’s purchase or service(s). For example, when you purchase an Aston Martin vehicle from an authorised dealer, the dealer will provide us with your contact details, and some purchase information.

 

• Aston Martin Lagonda Limited, if you purchase a product or service directly from us.

 

 

Categories of personal data	Description
Transaction Data	Includes details about payments to and from you and other details of products and services you have purchased directly from Aston Martin (for example, limited edition vehicles)
Vehicle Data	Includes information about your vehicle, such as year, make, model, VIN, configuration
Vehicle Repair and Service history	Includes information such as service history, mileage, repairs on the vehicle, parts details
Customer aftersales activities	Includes information about after sales services such as warranty and maintenance services, customer support communications, Roadside assistance, including your dealership contact details and preferences

 

Other Sources

 

We may also receive information about you from third parties such as public sources, marketing partners, affiliates and business partners, and social media platforms to ensure that any communications we send you and our interactions with you are relevant to you.

 

Cookies and other similar technologies: Cookies are small text files that are downloaded onto your device when you access our websites. When you visit our websites, we will use cookies that are strictly necessary for our website to function or when you request a service. We may use additional cookies such as marketing/ advertising and analytics, but only if you agree. For detailed information on the cookies we use, the purposes for which we use them and how to manage them please see our Cookie Policy.

 

We may also collect, use and share, aggregated data such as statistical or demographic data. This information may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may anonymise and aggregate your Usage Data or Contact Information for market research.

We will only use your personal data in a lawful and transparent manner. We will never sell your data, we will keep your details secure and will never share them with third parties for their own marketing purposes without your express consent.

 

We will generally process your personal data for the following purposes, including where such purposes form part of our legitimate interests or those pursued by a third party, as set out at the table below:

 

 

 

Activity/Purpose	Lawful Grounds
Performance of the terms of any agreement with you or to take steps at your request prior to entering into an agreement to fulfill our products and services requested by you	We will process your personal data based on the performance of contract
Process your request, manage our relationship, provide customer support and service communications or notifications about changes to our policies or terms and conditions	We will process your personal data based on the performance of contract and our legitimate interests to improve customer experience
To support our Dealer Network and Performance operations (e.g. to improve dealership sales and service experience)	We will process your personal data based on our legitimate interests to improve our sales and services
Ensure the quality of our products and services and developing new products and services	We will process your personal data based on the performance of contract and/or our legitimate interests regarding customer satisfaction and improving our products and services
Improve and enhance our products and services for business purposes such as data analytics, business planning, marketing strategies, forecasting and reporting, measuring effectiveness of our campaigns	We will process your personal data based on either your consent, our contract with you and/or our legitimate interests to enhance our products and services
To support authorised dealer and repairer operations (e.g. assist with service and repair of your vehicle)	We will process your personal data based on our contract and/or our legitimate interests to ensure quality of product and services
To understand your preferences, personalise and tailor our services, products, events and experiences for you	We will process your personal data based on either your consent, our contract and/or our legitimate interests for improving our customer experience and marketing purposes
Deliver our exclusive relationship management campaigns for Aston Martin customers	We will process your personal data based on our legitimate interests for improving our customer experience
Fulfillment of our sales and after sales services and administrative processes	We will process your personal data based on our contract with you, our legal obligations and our legitimate interests in running our business, records and service administration
To deliver your vehicle’s customised specifications during the production process	We will process your personal data based on any agreement with you
Marketing communications and market research in line with your communication preferences	We will process your personal data based on your consent and/or our legitimate interests to promote our products and services
Marketing activities using cookies or similar technologies	We will process your personal data based on your consent
To register your interest in receiving details of Aston Martin products and services	We will process your personal data to respond to your request and based on our legitimate interests to promote our products and services
To enable diagnosis, repair of your vehicle, product safety, research and development and administer warranties and similar aftersales products or services	We will process your personal data based on contract and to comply with our legal obligations
To facilitate services from third party Extended Warranty, Service Plan and Roadside Assistance providers	We will process your personal data where it is necessary to provide their services to you, based on contract and/or your legitimate interests
For troubleshooting, IT systems maintenance, support, analysis, and testing, network security and fraud prevention	We will process your personal data based on our contract with you, to comply with our legal obligations and on our legitimate interests for running our business efficiently
To contact you if there is an urgent safety notice or a product recall	We will process your personal data based on our legal obligations and legitimate interests
To organise bookings and deliver Aston Martin events, exclusive experiences and test drives	We will process your personal as requested from you based on our contract with you
To operate CCTV on our premises	When you visit us at our premises, images may be monitored or recorded at specific areas to ensure the safety of our employees and site security, based on our legitimate interests to ensure employee and public safety

 

  Additionally, we may process your personal data:

 

• for fulfilment of our legal obligations and regulatory requirements

 

• to defend legal claims

 

• if otherwise permitted or requested by you.

 

Please note that in cases where we request certain information in order to enter into, or perform the terms of our agreement with you, or to comply with applicable statutory requirements, your failure to provide the relevant information when requested could mean that we are unable to enter into an agreement with you or to comply with our obligations.

 

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you would like a further explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us by emailing data.officer@astonmartin.com . 

If we need to use your personal data for an unrelated purpose, we will notify you and explain the legal basis which allows us to do so.

 

We may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

 

Additionally, we may combine and analyse your personal data to improve our products and services, marketing campaigns and business strategies and tailor our products and services to you.

Your personal data is only retained for as long as the period justified by the specific purposes as set out in this notice above.

 

In some cases, we may however anonymise data so that it is no longer personal data, for example where data is used for statistical purposes. In such cases the anonymised data may be retained for a longer period, but the underlying data will be automatically deleted.

We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy notice.

 

Your personal data is protected by technical security systems and additional authorisation procedures, both during data transfer and when your data is filed and stored on our secure servers.

 

In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality.

Under data protection laws, you may be able to exercise the following rights regarding your personal data:

 

• Access: you may have the right to obtain from us confirmation if your personal data is being processed by us, in addition to certain related information, as well as the right to obtain a copy of your personal data undergoing the processing.

 

• Rectification: you may have the right to request the rectification of inaccurate personal data and to have incomplete data completed.

 

• Objection: where we process your personal data on the basis of our legitimate interests, you may have the right to object to this processing for reasons relating to your particular situation. If this is the case, we will stop this processing of your personal data unless we can demonstrate compelling reasons why we need to process it which override your rights and freedoms, or where we need to process it for the purposes of legal claims. Where we process your personal data for direct marketing purposes, you may have the right to object to our processing of your personal data for this at any time.

 

• Portability: you may have the right to receive your personal data that you have provided to us, in a structured, commonly used and machine-readable format and to transmit it to other data controllers. This right only exists if the processing is based on your consent or a contract and the processing is carried out by automated means.

 

• Restriction: you may request that we restrict the processing of your personal data in certain cases, (so that we must suspend the processing, except for storage, with your consent or for legal claims) including for example where you object to us processing your personal data on the basis of our legitimate interests or where you want to establish the accuracy or the reason we are processing your personal data.

 

• Erasure: you may request to erase your personal data if (i) it is no longer necessary for the purposes for which we have collected it, (ii) you have withdrawn your consent and no other legal ground for the processing exists, (iii) you objected and no overriding legitimate grounds for the processing exist, or (iv) the processing is unlawful, or erasure is required to comply with a legal obligation.

 

• Right to lodge a complaint: you have the right to lodge a complaint with the relevant supervisory authority. This is the Information Commissioner’s Office in the UK ("ICO"). We would ask that you please get in touch with us in the first instance so that we can try to resolve your issue.

 

• Right to refuse or withdraw consent: in cases we ask for your consent to processing, you are free to refuse to give consent and you can withdraw your consent at any time without any adverse negative consequences. The lawfulness of any processing of your personal data that occurred prior to the withdrawal of your consent will not be affected.

 

Please be aware that not all of these rights are absolute and that there may be situations in which you cannot exercise them or where they are not relevant in the circumstances.

 

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to enable us to respond appropriately.

 

We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

 

To exercise your rights, please contact our Data Protection Officer at the address on the Contact Us section of this notice.

We do not conduct any automated decision-making using your personal data that has a legal or significantly similar effect.

Some of the third parties with whom we share personal data are located outside the UK and EEA, in third countries which are not considered to provide an adequate level of protection for your personal data.

However, transfers made to third parties located in countries that have not been deemed to provide an adequate level of protection only take place using a lawful data transfer mechanism. Examples of the mechanisms that we may rely on in this context include: (i) the UK International Data Transfer Agreement and the UK Data Transfer Addendum to the EU Standard Contractual Clauses; (ii) the EU Commission’s Standard Contractual Clauses; and (iii) where appropriate, on the basis of permissible statutory derogations. We may however adjust the type of mechanism used in order to address changing legal requirements and/or lawful transfer instruments.

Please contact us using the contact details in the Contact Us section below if you'd like to receive further information in relation to how we approach international transfers of your personal data.   

Our websites may, from time to time, contain links to and from the websites of third parties. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.

We may modify or update this privacy notice from time to time.

If me make any material changes to the terms of this notice then we will notify you of this through appropriate means and will provide a revised version. The date of last revision is included at the bottom of the notice.

 

If you have any questions about this privacy notice, including any requests to exercise your data protection rights, please contact us by letter or email using the details below:

 

The Data Protection Officer
Aston Martin Lagonda, Banbury Road,
Gaydon, CV35 0DB,
United Kingdom

E-Mail: data.officer@astonmartin.com

 

 

Last Revised: 26/02/2025