Privacy Policy

Long-term Hire terms

Privacy Policy

Pure Vehicle Hire is a brand of Chief Vehicle Rentals Ltd (CVR).  CVR is committed to protecting privacy and keeping your personal information secure.  When you use our services you agree to us collecting and using personally identifiable information (PII) and this Policy explains how we collect and use your personal information.

We will never release information about our customers or business partners to any other person or organisation for marketing purposes unless we have your permission to do so.

Personal data relates to a living individual who can be identified from that data.  Identification can be by the information alone or in conjunction with any other information in the data controller’s possession or likely to come into such possession.  The processing of personal data is governed by the General Data Protection Regulation (the GDPR).

Pure Vehicle Hire is the data controller – this means it decides how your personal data is processed and for what purposes.  Pure Vehicle Hire complies with its obligations under the GDPR by keeping personal data up to date; by storing and destroying it securely; by not collecting excessive amounts of data; by protecting personal data from loss, misuse, unauthorised access and disclosure and by ensuring that appropriate technical measures are in place to protect personal data.

Security, Integrity and Confidentiality

We are committed to protecting the confidentiality and security of the information you provide to us and we put in place appropriate technical, physical and organisational security measures to protect against any unauthorised access or damage to, or disclosure or loss of your information.

The information you provide to Pure Vehicle Hire

We will collect personal information about you when you contact Pure Vehicle Hire directly or through our websites, by telephone, post, e-mail, or through any other means for the following purposes:-

  • To hire a vehicle
  • Dealing with complaints
  • Marketing

If you choose not provide some or all of the information we require to carry out the service you require, you may not be able to use some of our services.

The information we collect may include basic personal details such as your name, address, email address, telephone number, date of birth, emergency contact details, driving licence, proof of address.  All copies of such documents are stored electronically on vehicle rental software (Prohire) and by hard copy which is kept in a locked office, drawer or filing cabinet where unauthorised people cannot see it.  Copies of personal data such as these are shredded and disposed of securely when no longer required.  

We also gather data from a variety of other sources, for instance through in vehicle dash cams, and in vehicle telematics devices.  These provide us with the use of or access to location information, crash notification and related crash detail, operational condition, mileage, diagnostic and performance reporting of vehicles.

Sharing your data

Your personal data will be treated as strictly confidential, and will only be shared within the organisation to those who require if for the purpose of the carrying out the task for which the data was collected for.  

Your personal data will only be shared with third parties on a need to know basis, and for them to carry out the task for which the personal data was collected for i.e. to check for driving endorsements, company credit ratings etc. Examples of third parties we may share your data with:

  • Company Searches when setting up accounts
  • Local Authorities/Police when dealing with Penalty Charges
  • Regulatory bodies such as FOS, LO & BVRLA when dealing with Complaints
  • Small Claims Courts/Debt Recovery Agencies when Recovery of vehicles/equipment or monies is required
  • Merchant Services when handling payments
  • Pure Vehicle Hire/CVR drivers when delivering and collecting hired vehicles
  • Service Providers if a vehicle outside our fleet is required to fulfil a booking
What is the legal basis for processing your personal data?

In respect to Hire enquires and bookings, we process personal data on the lawful basis of contract:  the processing is necessary for a contract you have with the individual, or because they have asked you to take specific steps before entering into a contract.

In respect to Marketing, if you have provided consent we will only use this for the purposes you have agreed to and for a specified, legitimate and explicit purpose and will not further process in a way that this is incompatible with this purpose.  We will only hold personal data that is relevant, adequate and limited to what is necessary in relation to the purposes for which that data is processed.  


We will take reasonable steps to ensure the accuracy of personal data, that is kept up to date and that actions are taken to avoid storing old or redundant data.  We will ensure that the source of personal data is clear.  We will take action to ensure that inaccurate personal data with regard to the purposes for which they are processed should be erased or rectified without delay.


We will ensure that personal data is kept in a form that permits identification of data subjects for no longer than necessary, for the purposes for which the data is processed. We will securely delete information that is no longer needed.  We will archive personal data as we are required to do so as outlined in the CVR Data Retention Policy.

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