Privacy Policy

Privacy Policy

Last updated: 23 September 2026

This website (emotorad.com/uk) is run by EMotorad UK ("EMotorad UK", "we", "us", "our"). We are the data controller for the personal data we collect through this website, our UK customer service channels and our UK sales and after-sales operations.

This policy explains what personal data we collect, why we use it, who we share it with, how long we keep it and the rights you have under the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (PECR).

If you have any questions about this policy or how we handle your data, contact us:

• Email: uk@emotorad.com
• Phone: +44 7877 314071

Data you give us

• Identity and contact details: name, email address, phone number, billing and delivery address.
• Order details: products bought, order value, delivery preferences and order history.
• Account details: login email and password (stored in encrypted form) if you create an account.
• Customer service and warranty data: messages, call notes, photos or videos you send us, bike frame or serial number, proof of purchase and details of any fault or service request.
• Test ride and dealer enquiries: name, contact details, preferred location and the model you are interested in.
• Marketing preferences: whether you have agreed to hear from us and how.
• Reviews, survey answers and competition entries, if you choose to take part.

Data we collect automatically

• Device and usage data: IP address, browser type, device type, pages viewed, time spent on pages and the site you came from.
• Cookie and similar technology data, as described in section 8.

Data from third parties

• Payment confirmations from our payment providers. We do not see or store your full card details.
• Delivery status updates from our couriers.
• Advertising and analytics data from providers such as Google and Meta, where you have agreed to the relevant cookies.
• Order and customer data from marketplaces or retail partners (such as Amazon) when you buy an EMotorad UK product through them and need support or warranty service from us.

We do not ask for special category data (such as health information) and ask that you do not send it to us.

Under UK GDPR we must have a lawful basis for each use of your personal data.

Where we rely on legitimate interests, we have weighed our interests against your rights. You can ask us for more detail on this balancing test.

We do not make decisions about you based solely on automated processing that have legal or similarly significant effects.

We only share your data where needed for the purposes above:

• Payment providers, to take and refund payments securely.
• Delivery and courier companies, to deliver your order and collect returns.
• Authorised dealers and service partners, to arrange test rides, servicing and warranty repairs.
• IT, hosting, email, customer service and CRM providers who run our systems.
• Analytics and advertising providers such as Google and Meta, where you have agreed to the relevant cookies.
• Marketplaces and retail partners, where needed to handle an order you placed through them.
• Professional advisers such as accountants, auditors, lawyers and insurers.
• HMRC, regulators, law enforcement or courts, where the law requires it.
• A buyer or investor, if all or part of our business is sold or restructured. They would have to use your data in line with this policy.

Our service providers act on our instructions and must keep your data secure. We do not sell your personal data.

Some of our teams, systems and service providers are based outside the UK. This means your personal data may be transferred outside the UK.

When we transfer data to a country the UK Government has not recognised as providing adequate protection, we use safeguards approved under UK law. These include the International Data Transfer Agreement (IDTA) or the International Data Transfer Addendum to the EU Standard Contractual Clauses, together with technical and organisational security measures. Transfers to the EEA, and to US companies certified under the UK Extension to the EU-US Data Privacy Framework, rely on UK adequacy regulations.

You can contact us for more information about the safeguards we use.

We keep personal data only for as long as we need it:

• Order, payment and invoice records: 6 years from the end of the financial year of purchase, to meet HMRC requirements.
• Warranty and service records: for the warranty period of your product, plus 6 years to deal with any claims.
• Customer service and complaint records: 3 years from when the matter is closed, or longer if a claim is ongoing.
• Account data: until you close your account. If your account is inactive for 3 years we will delete it, keeping only what is needed for the records above.
• Marketing data: until you unsubscribe or withdraw consent. We keep a record of your opt-out so we do not contact you again.
• Test ride and sales enquiries that do not lead to a purchase: 2 years.
• Cookie data: see the lifetimes in our cookie settings.

After these periods we securely delete or anonymise the data.

Under UK data protection law you have the right to:

• Access the personal data we hold about you and receive a copy.
• Rectification of data that is inaccurate or incomplete.
• Erasure of your data in certain circumstances.
• Restrict how we use your data in certain circumstances.
• Data portability, meaning you can receive data you gave us in a commonly used format, or ask us to send it to another organisation.
• Object to our use of your data where we rely on legitimate interests.
• Object to direct marketing at any time. We will stop straight away.
• Withdraw consent at any time where we rely on consent. This does not affect anything we did before you withdrew it.

To use any of these rights, email uk@emotorad.com. We may need to confirm your identity before we act on a request. We will respond within one month. For complex or multiple requests we may extend this by up to two further months, and we will tell you if we do. There is normally no fee.

You can unsubscribe from marketing emails using the link in any email, or reply STOP to marketing texts.

We use cookies and similar technologies (such as pixels and tags) on this website.

• Strictly necessary cookies keep the site working, for example your basket, checkout and security. These do not need your consent.
• Analytics cookies (such as Google Analytics) help us understand how visitors use the site so we can improve it.
• Advertising cookies (such as Google Ads and Meta Pixel) help us show you relevant ads and measure how well they work.

We only set analytics and advertising cookies if you agree to them through our cookie banner. You can accept, reject or choose individual categories, and you can change your choice at any time through the cookie settings link on our website. You can also block or delete cookies in your browser settings, though some parts of the site may not work properly without strictly necessary cookies.

We use appropriate technical and organisational measures to protect your personal data. These include encryption in transit, access controls so only authorised staff can see your data, and security requirements for our service providers. Our information security practices follow ISO/IEC 27001.

No method of transmission over the internet is completely secure. If a personal data breach is likely to put your rights at risk, we will tell you and the Information Commissioner's Office (ICO) as required by law.

Our website and products are not aimed at children under 13, and we do not knowingly collect their personal data. You must be 18 or over to buy from us. If you believe a child has given us personal data, contact us at uk@emotorad.com and we will delete it.

Our website may link to other websites and social media platforms. We are not responsible for their privacy practices, so please read their privacy policies before sharing your data with them.

If you are unhappy with how we have handled your personal data, please contact us first at uk@emotorad.com or +44 7877 314071. We will acknowledge your complaint within 30 days and aim to resolve it without undue delay.

You also have the right to complain to the Information Commissioner's Office, the UK data protection regulator:

• Website: ico.org.uk/make-a-complaint
• Helpline: 0303 123 1113

We may update this policy from time to time. The latest version will always be on this page with the date it was last updated. If we make significant changes, we will let you know by email or through a notice on our website.