Privacy Policy

Privacy Policy

GDPR Privacy Statement

Williams Motor Co. (Holdings) Ltd, registered in England and Wales No. 00597708, takes its obligations concerning data protection and customer privacy seriously and is committed to ensuring that customer and employee privacy is protected.

The General Data Protection Regulation, incorporated in the UK by The Data Protection Act 2018 (the Act), requires us to provide important information about how we collect and process your personal data. We ask that you read this Privacy Notice as it contains important information you need to know.

The information within this Privacy Statement shall be governed and interpreted in accordance with the law of England and Wales and be subject to the exclusive jurisdiction of the English and Welsh courts.

For the purpose of the Act, Williams Motor Co. (Holdings) Ltd is defined as a data controller and its lead on data protection is Mr John Penney (Director of Finance), who can be contacted using the details below:

What does our company do?

Williams Motor Co. (Holdings) Ltd is an approved and fully accredited franchise motor dealer group, providing services including the sale of new and used vehicles, vehicle servicing, vehicle body repair and provision of genuine parts across all the brands it represents.

Williams Motor Co. (Holdings) Ltd

2 Vincent Way

Raikes Lane



Email: GDPR@williamsgroup.co.uk

What type information do we collect and process?

In order for us to provide products and services it is necessary for us to gather and receive necessary personal data. “Personal Data” is information about you which, either on its own or when connected with other data, allows us to identify you as an individual customer. The personal data we hold may include the following:

  • Your full name and contact information (address, town, postcode, email and phone number)
  • Your enquiry details and preferences regarding our products or services, such as vehicle brand or vehicle requirements
  • Your telephone calls, emails and correspondence with us in relation to enquiries and negotiations
  • Your marketing consents and preferences
  • Your vehicle information (make, model, registration number and mileage)
  • Your purchase details (including the selling and servicing location, date of purchase, purchase price, service history and funding method)
  • Your proof of identity (valid driving licence and/or passport)
  • Your credit/debit card details and/or bank account details to enable the fulfilment of your order and financial applications to deal with any queries or refunds
  • Your image on security CCTV around our site
  • Your photographic image taken during events
  • Your work address and contact information
  • Your feedback and survey results
  • Your information that you voluntarily submit to us
  • Your information necessary for legal compliance
  • Your insurance company (if our work is part of an insurance claim)
  • Your personal information gathered from surveys and competitions

Personal data from existing or prospective customers will be collected or passed to us for the purposes of fulfilment of a contract. However, some personal data may, where lawful to do so, or with your consent, be collected by us from third parties. Your personal information may be shared with other members of the Williams Group.

Please note that you are under no obligation to provide us with your personal data, but not providing certain data could prevent us from serving you.

Why do we need your personal data?

Williams Group processes personal data about you for a number of purposes, including:

  • To contact you via telephone, email and by any other permitted method of correspondence
  • To provide products and services
  • To respond to requests and enquiries submitted via the website
  • To provide car valuations in response to website requests
  • For internal record keeping
  • To undertake customer surveys
  • To contact you regarding changes to our products and services and any product recalls
  • To remind you about important dates, such as service/MOT due dates and warranty expiry dates
  • For the management and administration of insurance claims
  • To follow up with you after delivery/return of your vehicle to ensure your satisfaction
  • For number plate recognition as part of our customer service and site security
  • To process payments by credit/debit card or by using bank account details
  • To remind or update you of progress or collection/completion dates
  • To provide our services to you as requested or agreed
  • To help us improve the services we offer

This list is not exhaustive and may be updated from time to time. We do not ‘trade’ your personal data and will never sell or rent your details.

Who will your personal data be shared with?

Williams Motor Co. (Holdings) Ltd is authorised by a select number of vehicle manufacturers to market, sell and supply specific franchise vehicles, parts, accessories and servicing, including body repairs. We may share your basic personal data, such as name, address and vehicle details with the relevant manufacturer to check availability, place a factory order, register any new or used warranty, and deal with any warranty claims and product recalls.

Your personal information may also be made available to third parties who are providing relevant services under contract to Williams Motor Co. (Holdings) Ltd, such as specialists in system recalibration, auditors, compliance managers, insurance companies, IT hosting, and maintenance providers. These companies may use information about you to perform their functions on our behalf in accordance with the services we have requested and contract terms imposed.

We may also disclose specific information upon lawful request by government authorities, law enforcement and regulatory authorities where required or permitted by law, including with your consent other third parties.

Data quality

You have the right to review your personal data held by us and have inaccurate information about you corrected, however we may have other obligations that outweigh this right which may mean we cannot agree to your request. For example, we may be required to legally defend our activities.

To understand more about our data processing activities or to request access to your personal information, please contact our group lead on data protection using the details above.

How long do we keep your personal data?

Williams Motor Co. (Holdings) Ltd may keep your details on record for as long as it is necessary to meet record keeping requirements. They are then deleted in accordance with data protection and other applicable legislation.

Williams Group Website

Our website is powered by G-Forces Web Management Limited (GForces) a third party web services provider which is committed to ensuring data is processed in accordance with all applicable data privacy laws and is kept securely.  GForces is certified to the standard of ISO27001 (an international standard for information security), uses Amazon Web Services Inc. as its cloud platform provider and data processed is stored on Amazon’s web servers in the EEA.

 1. If you visit our website

When someone visits our website, GForces collects standard internet log information (your IP address, browser, and type of device) and details of visitor behaviour patterns (where you joined our site from, the path you take through our site and where you leave). These are stored against unique ids (which are strings of numbers). GForces collects this information for the legitimate business purpose of monitoring the number of visitors to the various parts of the site, the general geographic location of visitors and engagement levels, which in turn enables it to improve our website and services and provide business intelligence. This information is only processed in a way which does not identify anyone and is kept indefinitely.

GForces also uses Google Analytics to collect standard internet log information and details of visitor behaviour patterns, which are stored against unique ids (which are strings of numbers). GForces collects this information for the legitimate business purpose of monitoring website traffic and engagement levels, which in turn enables it to improve our website and the way we sell our vehicles and services. This information is only processed in a way which does not identify anyone and is kept indefinitely.

2. If you use our enquiry forms

When you submit information using an online form, GForces processes the data collected and stores it for 31 days for the legitimate business purpose of enabling us to access the information and deal with your request (it is then kept for a further 14 days in GForces routine back-ups for business continuity purposes).

This data helps us to provide the best possible experience for our visitors. If you do not accept these terms in full, you must stop using our website immediately. Most parts of our site can be accessed even if your cookies are turned off, but you may find there are parts of the site which you cannot access if your cookies are turned off.

All correspondence including but not limited to, telephone calls and e-mails to Williams Motor Co. (Holdings) Limited or companies operating under trading names associated with Williams Motor Co. (Holdings) Limited, may be recorded and/or monitored for training and/or auditing purposes.

Changes to this Privacy Notice

Williams Motor Co. (Holdings) Ltd may change this Privacy Notice from time to time in order to reflect changes in the law.

You have the right to lodge a complaint with the UK’s independent data regulator, the ICO, see details below.


ICO helpline 0303 123 1113

Version History

GDPR Privacy Notice 2018/01 – initial document approved by Mr Nick Cook (Managing Director)

Company Information

Company Information

Registered Name: © 2016 Williams Motor Co (Holdings) Ltd. All Rights Reserved.

Company Registered Number: 597708

Place of Registration: England 

Registered Office Address: 2 Vincent Way, Raikes Lane, Bolton, BL3 2NB

VAT Number: GB 732 5259 39

Email Address: mail@williamsliverpool.co.uk

FCA Status Disclosure:

Williams Motor Co (Holdings) Ltd is an appointed representative of ITC Compliance Limited which is authorised and regulated by the Financial Conduct Authority (their registration number is 313486) and which is permitted to advise on and arrange general insurance contracts. Williams Motor Co (Holdings) Ltd is authorised and regulated by the Financial Conduct Authority for consumer credit activity and our registration number is 659894

Complaints Procedure

Complaints Procedure

BMW (UK) Limited (BMW) is committed to providing products and service of the highest standard. But we do understand that sometimes things can go wrong. If you have a concern or are dissatisfied in any way, we’ll do our best to help resolve the situation in a fair and transparent way.

BMW will investigate all complaints competently, diligently and impartially obtaining additional information as necessary. Every complaint will be assessed fairly, consistently and promptly taking into account all relevant factors to ensure a fair outcome for you.


Step 1: Discussion with your BMW Centre.

If you have a concern with either your vehicle or the service you have received at your BMW Centre, please firstly raise this with the Service Manager or Head of Business at the BMW Centre itself. They are best placed to address your concerns and if required, will contact us directly on your behalf.


Step 2: Contact us.

Should you remain unhappy with your BMW Centre’s response, please contact us by your preferred method from the list below.

Write to us at:
Customer Service
BMW (UK) Limited
Summit ONE
Summit Avenue
GU14 0FB

Call us on: 0370 5050 160

Calls are charged at the local rate, plus your phone company's access charge.

We're here:
8am - 7pm Monday to Friday

Email us at:


What you will need to provide.

To help us investigate and try to resolve your complaint, please provide us with the following information:

  • your name and address;
  • details of how we can contact you;
  • a clear description of your complaint;
  • details of what you would like us to do to rectify the situation; and
  • if appropriate, copies of any relevant supporting documentation.


Our commitment to you.

We’ll thoroughly investigate your complaint and offer a fair response that will take into account all the information available to us.

We will do our best to resolve your complaint quickly, sending a Summary Resolution Letter if your complaint can be resolved by close of the third business day following receipt. If your complaint relates to our credit broking activities and cannot be resolved by close of the third business day, we will:

  • within 5 working days, provide a written acknowledgement of your complaint and give you the details of who is handling the case and how to contact them
  • keep you updated on the progress of your complaint, and
  • within 8 weeks of receiving your complaint, we will either: write to you with our final response and the reasons for providing this response, or explain why we are not in a position to give you a final response and let you know when we expect to be able to provide it.

In some cases we’ll need to contact your BMW Centre for more information. If appropriate, we may refer the complaint directly to them for information or action.

We may not always provide the answer you are looking for, but we’ll make sure we offer a clear explanation for our decision.


Financial Services

If your complaint relates to a finance agreement with BMW Financial Services, please click below for details on BMW Financial Services’ complaint handling procedure.

Find out more


Step 3: What if I remain unhappy with your response?

If you are dissatisfied with either our final response, or the reasons for any delay in providing our final response you may be able to ask the Financial Ombudsman Service for an independent review.

To be able to ask them for an independent review your complaint must be in relation to our credit broking activities that is to say any marketing material or recommendations we make in relation to any finance offers from MINI Financial Services, a trading name of BMW Financial Services (GB) Limited, and you must have given us the opportunity to find a resolution first. You must also be a private individual, or a business, charity or trust with an annual turnover of less than 2 million euros and fewer than 10 employees.

If you wish to pursue your complaint to the Financial Ombudsman Service you must do so within 6 months from the date on which we send you our final response letter. The Financial Ombudsman’s details are:

The Financial Ombudsman Service
Exchange Tower
E14 9SR

Telephone: 0800 0234 567

Email: complaint.info@financial-ombudsman.org.uk

Website: www.financial-ombudsman.org.uk

You may also raise a complaint with any of the trade bodies listed below.



The Motor Ombudsman is the UK's government-backed, self-regulatory body for the motor industry.

Fully-impartial, it is the first ombudsman to be focused solely on the automotive sector, and self-regulates the UK’s motor industry through its comprehensive Chartered Trading Standards Institute (CTSI)-approved Codes of Practice. BMW is accredited to the Motor Industry Code of Practice for New Cars.

Over 7,500 businesses, are accredited to one or more of the Codes covering new cars, sales, vehicle warranties and servicing and repair. These drive even higher standards of work and service, and give consumers added protection, peace of mind and trust during the vehicle purchase and ownership experience.

The Motor Ombudsman
71 Great Peter Street

Telephone: 0345 241 3008



European legislation guarantees consumers:

  • fair treatment;
  • products which meet acceptable standards;
  • a right of redress if something goes wrong.

To help ensure that companies meet the standards set by the European Parliament, consumers now have the right to address their complaint to the European Commission’s Online Dispute Resolution (ODR) Service. For full details please go to: https://ec.europa.eu/consumers/odr/