Policies

South Wales Automotive Ltd("we", "us") collects the personal information you choose to give us — your name, contact details, vehicle registration and enquiry details — solely to respond to your enquiries, arrange viewings, provide valuations, and administer any purchase, sale or finance introduction you ask us to make. We do not sell your data.

We keep personal data only for as long as it is needed for the purpose it was collected, or as required by law and our regulatory obligations. You have the right to request a copy of the information we hold about you, to have it corrected, and in many circumstances to have it deleted. To exercise any of these rights, contact us at sales@southwalesautomotive.com and a person will answer you.

Who we share your data with

These are every company that receives your data through this website, and what each one gets. They act as our processors and do not use your data for their own purposes.

• Vercel — hosts this website and provides its privacy-friendly visitor analytics. Receives the technical data every web server sees, including your IP address, browser and the pages you request. The analytics are aggregated and set no cookies.
• Stripe— takes reservation deposits. Receives your name, email, phone number and payment details. Your card details are entered on Stripe's own checkout page and never reach our servers.
• Resend — sends our confirmation, enquiry and MOT reminder emails. Receives your name and email address.
• Anthropic — provides the AI assistant and car matchmaker. Receives whatever you type into the chat and the answers you give the matchmaker. See the section below.
• DVSA(Driver & Vehicle Standards Agency) — supplies official MOT and mileage history, and backs the MOT reminder service. Receives the vehicle registration you enter.

Where you enquire about finance, relevant details may be passed to our lending panel to assess your application, and where you take a warranty, to Momentum Warranties. Their own privacy notices apply from that point. If you have a concern about how your data has been handled, you can complain to the Information Commissioner's Office (ico.org.uk).

Our use of AI

The chat assistant on this site and the car matchmaker are powered by AI (Anthropic's Claude). You are talking to software, not a person, unless we tell you a member of our team has joined the conversation. What you type is sent to Anthropic to generate a reply, along with details of the cars we have in stock.

Anthropic does not use what you send through their API to train their models. We keep chat transcripts so we can pick up where you left off and so our team can follow up an enquiry. Please do not type payment details or anything sensitive into the chat — call us instead. The assistant cannot take a payment, and no one on our team will ask you for card details over chat.

We aim to get things right first time, but if something falls short, tell us. Raise your complaint by phone on 07537 124115, by email to sales@southwalesautomotive.com, or in person at the showroom. We will acknowledge your complaint promptly, confirm the name of the person handling it, and keep you updated while we investigate.

We aim to resolve most complaints within a reasonable timeframe of receiving them. If your complaint relates to a finance agreement introduced by us and you remain unhappy with our final response, you may be entitled to refer the matter to the Financial Ombudsman Service free of charge.

For disputes relating to the vehicle itself, nothing in this procedure affects your statutory rights under the Consumer Rights Act 2015.

This site sets no advertising cookies, and there is no tracking pixel and no social media pixel on any page. Our visitor analytics (Vercel) are aggregated and cookieless — they count page views without identifying you or following you to other websites. That is why you have not been asked to accept cookies: there is nothing non-essential to consent to.

Two things are stored, both strictly necessary. A sign-in cookie (swa_admin) is set only for our own staff on the owner dashboard — never for customers. And if you use the chat, a random ID is stored in your browser's local storage (swa-visitor) so your conversation is still there if you come back. It contains no personal information and is not shared with anyone. Clearing your browser data removes it.

We do not embed third-party maps, videos or fonts that would load from another company's servers. If we ever add optional marketing or cross-site analytics cookies, we will ask for your consent before setting them, and rejecting will be as easy as accepting.

You can control and delete cookies through your browser settings at any time; disabling essential cookies may affect how parts of this site work.