D. M. KEITH LTD HAS MADE EVERY EFFORT TO ENSURE THE ACCURACY OF THE INFORMATION CONTAINED IN THIS SITE.

Whilst every effort is made to produce up to date products and specifications, this site should not be regarded as an infallible guide to our vehicles products and services, nor does it constitute an offer for the sale of any particular vehicle.

DATA PROTECTION POLICY
We want you to know that we respect your privacy on the information we hold on you and we take the security of your information very seriously. Our Privacy Policy is focused on providing you transparency, choice and trust and we would encourage you to read it in detail.

Last updated: 14/04/2026

D. M. Keith is committed to protecting your personal data. This notice explains how we collect, use and protect personal data in accordance with UK data protection law, including the UK GDPR and the Data Protection Act 2018

Who we are

Depending on your relationship with us, your personal data may be controlled by one or more of the following D. M. Keith group companies:

D. M. Keith Limited
D. M. Keith (RGL) Limited
D. M. Keith (RGD) Limited
D. M. Keith (CA) Limited
Ringways (Hire & Leasing) Ltd

If you have any questions about this Privacy Notice or how we use your personal data, please contact:

Email: privacy@dmkeith.com

Data Protection Officer: Angus Keith

Postal address: D. M. Keith Limited, Thwaite Gate, Hunslet, Leeds LS10 1DY

What this notice covers

This notice applies when you:

visit our website;
contact us online, by phone, by email, by live chat or in person;
enquire about a vehicle, service, MOT, part exchange, leasing or corporate sale;
reserve, order or buy a vehicle;
request a valuation or test drive;
book servicing, repairs, MOTs, parts or accessories;
discuss finance or insurance products through us;
receive marketing communications from us;
leave a review, complete a survey or make a complaint.

The personal data we collect

Identity and contact details

Such as your name, title, postal address, email address, telephone number and date of birth.

Vehicle and enquiry details

Such as vehicle registration, make, model, mileage, service history, ownership details, test drive requests, part exchange information and purchase preferences.

Transaction details

Such as quotations, bookings, reservations, orders, invoices, payment details and purchase history.

Finance and insurance information

Where relevant, this may include employment details, address history, affordability information, driving licence details and other information needed to introduce you to finance or insurance providers.

Verification details

Such as proof of identity, proof of address and driving licence information where required.

Communication records

Such as emails, phone call records, call recordings, live chat messages, complaint records and correspondence history.

Marketing and preference data

Such as your contact preferences, marketing opt-ins and how you engage with our communications.

Website and technical data

Such as your IP address, browser type, device information, cookie identifiers and how you use our website.

Review and feedback data

Such as customer feedback, survey responses and review content.

How we collect your data

We collect personal data in a number of ways, including:

directly from you when you contact us, fill in a form, visit a dealership, use live chat, book a service or make a purchase;
automatically when you use our website, through cookies and similar technologies;
from manufacturers and their systems where relevant to your enquiry or vehicle ownership journey;
from finance providers, insurers and compliance partners where relevant;
from review and survey platforms such as Trustpilot;
from public authorities or regulators where required;
from service providers who support our website, systems and operations.

How we use your personal data

To respond to your enquiries

We use your data to respond to requests about vehicles, services, MOTs, part exchange, leasing, corporate sales, stock availability, events and test drives.

Lawful basis: contract, or legitimate interests where appropriate and lawful.

To provide our products and services

We use your data to manage vehicle sales, reservations, handovers, servicing, repairs, MOTs, parts, accessories, warranties and related customer support.

Lawful basis: contract and legal obligation.

To arrange finance and insurance-related services

Where you ask us to introduce you to finance or insurance products, we use your data to manage that process and share relevant information with appropriate providers and partners.

Lawful basis: contract, legal obligation and legitimate interests where appropriate.

To manage customer support and complaints

We use your data to investigate complaints, resolve issues, provide support, carry out quality checks and improve our service.

Lawful basis: contract, legal obligation and legitimate interests.

To send operational communications

We may send you service reminders, booking confirmations, MOT reminders, recall notices, warranty updates and similar service-related communications.

Lawful basis: contract, legal obligation and legitimate interests.

To send marketing communications

We may send you offers, launch news, event information, aftersales promotions and other relevant marketing.

Where required, we will only send electronic marketing where you have given consent. In some limited enquiry-led situations, we may rely on legitimate interests where this is lawful and appropriate.

Lawful basis: consent and, where appropriate, legitimate interests.

To improve our website, services and advertising

We use data to understand website performance, improve user journeys, measure campaign effectiveness and make our digital experience more useful.

Lawful basis: consent for non-essential cookies and tracking technologies, and legitimate interests for strictly necessary website functions.

To collect reviews and feedback

We may invite you to review your experience or take part in customer satisfaction surveys.

Lawful basis: legitimate interests and, where required, consent.

To protect our business, customers and staff

We may use personal data for fraud prevention, information security, legal claims, debt recovery and business continuity purposes.

Lawful basis: legitimate interests and legal obligation.

Who we share your data with

We may share your personal data with:

other D. M. Keith group companies;
vehicle manufacturers and their approved systems or partners;
finance providers, brokers, insurers, warranty providers and compliance partners;
payment processors;
review and survey platforms such as Trustpilot;
live chat and digital support providers such as Visitor Chat;
website, analytics, advertising, CRM, hosting, IT support and marketing service providers;
regulators, courts, law enforcement and public authorities where required;
professional advisers such as lawyers, accountants and insurers;
prospective buyers or successor organisations if part of our business is sold or reorganised.

International transfers

Some of our service providers or partner systems may process personal data outside the UK.

Where this happens, we will ensure that appropriate safeguards are in place to protect your personal data in line with UK data protection law.

How long we keep your data

We keep personal data only for as long as necessary for the purposes it was collected for, including legal, regulatory, tax, accounting, warranty, complaint-handling and business record requirements.

Where a fixed retention period has not yet been confirmed, we determine retention by considering:

the nature of our relationship with you;
the type of product or service involved;
legal and regulatory requirements;
limitation periods for complaints and claims;
operational and business needs;
whether the original purpose for collecting the data still applies.

Record type	Retention period
General sales enquiries	12 months from last contact
Service / MOT enquiries	12 months from last contact
Vehicle sales records	7 years from date of sale
Aftersales transaction records	7 years from date of transaction
Finance / insurance introduction records	7 years from date of agreement or introduction
Complaint records	7 years from resolution of complaint
Call recordings	Around 30 days depending on storage capacity
Marketing suppression records	Indefinite (or until individual requests removal)
Review / survey records	2 years from transaction

Automated decision-making

We do not carry out solely automated decision-making that has a legal or similarly significant effect on individuals.

We may use standard analytics, reporting and audience segmentation tools to better understand performance and customer engagement.

Keeping your data secure

We take appropriate technical and organisational measures to protect personal data against loss, misuse, unauthorised access, disclosure or alteration.

These measures may include access controls, secure systems, authentication tools, supplier controls, staff training and data minimisation practices.

Your rights

Under UK data protection law, you may have the right to:

access the personal data we hold about you;
ask us to correct inaccurate or incomplete data;
request erasure of your data in certain circumstances;
request restriction of processing in certain circumstances;
object to processing based on legitimate interests;
object to direct marketing at any time;
request transfer of certain data;
withdraw consent at any time where consent is the basis we rely on.

To exercise any of your rights, contact us at: privacy@dmkeith.com

Complaints

If you have concerns about how we use your personal data, please contact us first at privacy@dmkeith.com.

You also have the right to complain to the Information Commissioner’s Office.

Third-party websites

Our website may include links to third-party websites, including manufacturer sites, finance provider sites and social media platforms. These websites have their own privacy notices and we are not responsible for their content or data handling practices.

Changes to this notice

We may update this Privacy Notice from time to time. The latest version will always be available on our website.

D. M. KEITH LIMITED
D. M. Keith Limited. Company Registered in England No. 749256. VAT No. GB 169 7858 89

COPYRIGHT
All rights, including copyright and database right, in the website and its contents, are owned by or licensed to D. M. Keith Ltd, or otherwise used by D. M. Keith Ltd as permitted by applicable law or the copyright holder. You may not copy, reproduce, republish, download, post, broadcast or transmit any text, images, graphic, logo, btn-primary, icon, image and their selection and arrangement thereof, and any underlying source code and software, for any commercial or public purpose without prior written permission from D. M. Keith Ltd or the copyright holder. You may not adapt, alter or create any of the material or information in this site or use it for any other purpose other than for your personal non-commercial use. You agree to use this site only for lawful purposes. D. M. Keith Ltd reserves the right to use for its own purposes any material submitted to the site, including text and images, either on the site or in any other form, including for publicity purposes. D. M. Keith Ltd reserves the right to monitor submissions to the site and to edit or reject any submissions.

DISCLAIMER
We try to ensure that information on our site is accurate, complete and up-to-date. In using this site, however, you agree to be bound by the Terms & Conditions, which take effect on the date when you first use the site. Without prejudice to your statutory rights, the site and all information, text, names, images, pictures, logos, links and icons and other materials (without limitation) are provided 'AS IS' and on an 'IS AVAILABLE' basis without representation warranty or endorsement, express or implied. In particular, we do not warrant or represent the accuracy or completeness of information provided on this site nor do we guarantee that use of this site will be uninterrupted or error-free, or that the site and its servers are free of computer viruses or bugs. In no event will D. M. Keith Ltd be liable to any person for any damage or loss that may arise from the use of any information contained in our site or products displayed on our site, including, without limitation, indirect or consequential damages, or any damages whatsoever arising from use or loss of use, data, or profits, whether in action of contract, negligence or other tortious action, arising out of or in connection with the use of the site. Notwithstanding anything else in these Terms & Conditions, we will not be liable for claims relating to the functionality or availability of this site.

TRADEMARKS
All names, images, logos identifying D. M. Keith Ltd are proprietary marks of D. M. Keith Ltd. All third party brand, product, service and company names contained on this site are the trademarks, service marks and trade names of their respective holders. D. M. Keith Ltd does not give permission for their use by any person other than the holders. Any such use may constitute an infringement of the holders' rights.

EXTERNAL LINKS
D. M. Keith Ltd does not represent, warrant, endorse or hold esponsibility over any external sites that may be linked to and from this site. Any external site that you visit by clicking through a link on this site is outside the control of D. M. Keith Ltd and you visit entirely at your own risk.

SOFTWARE DISCLAIMER
The software downloads from this site have been thoroughly scanned and tested at all stages of production, but - as with all new software - we still recommend that you run a virus checker before use. We also recommend that you have an up-to-date backup of your hard disk before using the software. D. M. Keith Ltd cannot accept responsibility for any disruption, damage and/or loss of data on your data or computer system that may occur while using the software. Consult your network administrator before installing any software on a networked computer.

COOKIES
This web site uses cookies in a number of ways which are as follows:

AGGREGATED SITE USAGE STATISTICS
Cookies may be placed on your computer, phone or other Internet device to provide us with aggregated data of the usage of this site and the mediums which are driving traffic to the site. The data gathered by these is aggregated and therefore your individual usage of this site cannot be attributed to you.

ESSENTIAL SITE FEATURES
Cookies may be placed upon your computer, phone or other Internet device in order to provide essential site features such as allowing you to compare different cars in stock and complete enquiry forms quickly.

COMPLIMENTARY SITE FEATURES
The site may also use Cookies for certain complimentary purposes such as showing you the car that you last looked at on the home page. All these functions are designed to improve your experience of using the site. If you don't want this site to place Cookies on your device you can disable these using your Internet Browser settings.

For more information on how we use cookies, see our Cookies Policy.

JURISDICTION
These Terms & Conditions shall be governed by and construed in accordance with the laws of England and Wales. Disputes arising here shall be exclusively subject to the jurisdiction of the courts of England and Wales. If any of these Terms should be determined to be illegal, invalid or otherwise unenforceable by reason of the laws of any state or country in which these Terms are intended to be effective, it shall be severed and deleted from this clause. All other Terms of Use and Terms & Conditions shall remain in full force and continue to be binding and enforceable.

ALTERNATIVE DISPUTE RESOLUTION
D. M. Keith Limited subscribes to the Motor Industry Code of Practice for Service and Repair. If a consumer is dissatisfied with the outcome of a dispute in relation to service and repair, Motor Codes can provide a CTSI certified Alternative Dispute Resolution (ADR) service. The address of the Motor Codes Dispute Resolution Service website is adr.motorcodes.co.uk

D. M. Keith Ltd reserves the right to change any of its terms and conditions at any time by posting changes online.

If you do not accept these Terms in full, you must stop using this website immediately.