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Privacy notice for the processing of personal data

In accordance with the provisions of the General Data Protection Regulation no. 679/2016 ("GDPR")

The company Brough Superior Motorcycles SAS ("Brough Superior Motorcycles") as data controller informs you of the following regarding the processing of your personal data pursuant to art. 13 of EU Regulation 2016/679 on the protection of personal data ("Regulation"). 

1. Data Processing Purposes 

Brough Superior Motorcycles processes the personal data that you provide upon registration on our website ("Site") and on the specific sections of the same during events, fairs and shows organized or attended by Brough Superior Motorcycles and the personal data collected during your interaction with Brough Superior Motorcycles, including details of your purchases. 

With reference to the activities of sale and interaction with Brough Superior Motorcycles, these also include the activities carried out in points of sale and on-line, such as the managing of your interaction with our websites and internet (registration to websites/Apps and on-line initiatives such as newsletter, mailing list, events, prize contexts, promotions) and providing to you information/material, upon your request. The Privacy Policy of the Site is published at the following web page: We process your personal data for the following purposes.

a) Purposes necessary to Customer relationship management 

Brough Superior Motorcycles processes your personal data to manage your registration and interaction with the Site and to provide you with the products and services that you require. Specifically, Brough Superior Motorcycles processes your personal data for the following purposes: to allow registration and authenticated access to the Site; to reply to your requests for information and/or material; to provide you with the requested products, services and assistance, together with relevant after-sale services (for example, guarantee), including the data processing necessary to manage your electronic signature on contractual documentation (through electronic signature on tablet); to duly comply with contractual obligations or to carry out pre-contractual activities on your request (for instance, by contacting you after you requested a quotation) also through transmission of data by Brough Superior Motorcycles to our sale network (i.e. dealers) or to third parties which Brough Superior Motorcycles has a contract with. 

In addition, Brough Superior Motorcycles processes your personal data to comply with laws and regulations relevant to the above specified activities and to exercise legal claims.

The provision of data for the purposes indicated above is necessary and the possible failure to provide such data will prevent Brough Superior Motorcycles from performing the above-mentioned activities, for example from replying to your requests for information, material, from providing the products and services that you requested. 

b) Additional purposes 

With your consent, which is optional, Brough Superior Motorcycles uses your personal data for marketing purposes, notably to send you promotional newsletters, commercial or advertising communications, for direct sales, product surveys aimed at detecting Customers’ and Prospects’ satisfaction degree. 

Marketing activities are carried out through e-mail (newsletter), telephone, sms, MMS, chat, banners on the Site, instant messaging, social network and traditional mail, including sending you invitations for events attended or organized by Brough Superior Motorcycles, by members of the sale and assistance network of Brough Superior Motorcycles or by our business partners. These communications also include offers on products, services and initiatives of Brough Superior Motorcycles' commercial partners.

With your consent, which is optional, Brough Superior Motorcycles uses your personal data for profiling activities by collecting information on your preferences, habits, lifestyle, information on your interaction with Brough Superior Motorcycles, as well as the details of your purchases to create group and individual profiles ("profiling") and, if you have given consent for marketing activities, also sending you personalized promotional communications and offers. For these profiling activities we collect also the following information: information we obtain from comparison between information we have with data generally available to the public, for example social network profiles that you decided to make publicly available; information collected through cookies and other tracking technologies on the Site (please refer to our Cookie Policy, available on the home page of the Site (; information collected through data detection systems on your motorcycle - as applicable and only in compliance with the Regulation. Tailored marketing activities are carried out by e-mail (newsletters), telephone, SMS and MMS messages, chats, banners on website, instant messaging, social networks and conventional mail, including invitations to events. 

The provision of data for the marketing and profiling purposes indicated above is optional and the possible failure to provide such data will not have any consequences on the possibility for you to buy Brough Superior Motorcycles products and to receive the information, material, and services that you require, including post sale services.

On the basis of the legitimate interest of Brough Superior Motorcycles, in compliance with the GDPR and within the limits of French law, we may use the e-mail address you provided when purchasing our service and/or performance and/or product to offer services, performance and products similar to those you purchased (so-called "soft spam"). However, if you do not wish to receive such communications, you may notify Brough Superior Motorcycles at any time by using the link on the e-mail communications you receive. In this case, Brough Superior Motorcycles will interrupt the aforementioned activity without delay. 

We may also send you surveys for non-commercial purposes, being absolutely not mandatory, if you would like to help us evaluate and improve the quality of our customer service. We collect data from your survey responses (both service and product surveys) which on their own or if used together with other information we hold about you, may allow us to identify you.

2. Method of processing and legal grounds for processing 

Brough Superior Motorcycles will process your personal data with and without the aid of electronic means, based on logics and procedures consistent with the purposes specified below and in compliance with the Regulation, including the aspects of confidentiality and security.

The data may be provided by you when registering in our points of sale on paper forms and/or on electronic means, acquired during visits to our dealers and resellers, provided during events, fairs and shows in which Brough Superior Motorcycles participates or organized by Brough Superior Motorcycles, members of the Brough Superior Motorcycles sales and assistance network or by Brough Superior Motorcycles’ commercial partners, or provided during your interaction with Brough Superior Motorcycles' websites, internet and mobile applications.

In compliance with the Regulations, your personal data is used to update and rectify the information collected previously.

Your personal data are processed based on your consent, a legitimate interest of Brough Superior Motorcycles for the performance of commercial activities, obligations arising from a contract entered into between you and Brough Superior Motorcycles, or legal obligations.

You have however the right to withdraw the consent given at any time, thus withdrawal however not affecting the legitimacy of any previous processing.

3. Recipients of your personal data 

Personal data are accessed by our duly authorized personnel on a need-to-know basis and disclosed to third parties in the following cases: (i) when disclosure is required by applicable laws and regulations with respect to legitimate third party recipients of communications such as authorities and public bodies for their respective institutional purposes; (ii) when disclosure is necessary to perform a contract or pre-contractual activities activated by your request, e.g. communication of your data to one of our Dealers or business partners to enable it to provide you with the information, products or services requested by you; (iii) in case of disclosure to third parties in the event of extraordinary transactions (e.g. mergers, acquisitions, sale of business, etc.).

Your personal data are also shared with our service providers, e.g. services of a technical and organizational nature for the purposes specified above, like independent contractors, even with associates, delivery, marketing and payment management companies. We provide these entities with only the data necessary to perform the agreed services and they act as Data Processors, based on the instructions received from Brough Superior Motorcycles. 

Finally, in order to provide you with the Brough Superior Motorcycles products and services you have requested (e.g. to ensure that you may obtain the same benefits worldwide), other companies as importers, dealers and our commercial partners may access your personal data under applicable privacy law.

4. Transfer of personal data outside the European Union

Some of the companies of the sales network or third parties contractually linked to Brough Superior Motorcycles that may access your personal data are also established outside the European Union, in countries that do not guarantee an adequate level of protection of personal data according to the standards established by the Regulation. Brough Superior Motorcycles takes the necessary precautions for a legitimate transfer of data (e.g. through the implementation of Standard Contractual Clauses approved by the European Commission). You may request information on the cross-border transfer of your personal data at any time by contacting Brough Superior Motorcycles at the addresses provided below. 

5. Storage of personal data 

Your personal data are kept by Brough Superior Motorcycles for the time being strictly necessary to pursue the purposes for which they are collected. Legal regulations impose obligations to keep documents for accounting and administrative purposes that according to the ordinary period of limitation of the contractual actions we will cancel after 10 years, starting from the moment of contract termination.

The personal data processed for the "further purposes" listed above, will be kept for a maximum of 5 years for non-Customers and 10 years for Customers and former Customers. Such a term is considered appropriate given the frequency of purchase of our products, which are deemed to be luxury goods. 

Once the retention period has expired, personal data will be automatically deleted or made anonymous.

Upon request to Brough Superior Motorcycles, the Data Subject may receive detailed information on the storage times of personal data processed by Brough Superior Motorcycles pursuant to the Regulation.

6. Data Controller 

The Controller of personal data processing is: Brough Superior Motorcycles SAS – having its registered office located at 20 rue Jean Monnet, 31240 Saint Jean, and can be contacted at the following email address:

7. Your rights 

You can contact Brough Superior Motorcycles as the Data Controller at the above addresses to get an updated list of our data processors (i.e. our service providers), of the parties to whom the data are disclosed and to exercise the following rights as per art. 15 et seq. of the Regulation; to get access to your data to verify their existence and other information related to them, to obtain their rectification or cancellation, to request data portability and to obtain limitation of processing.

In addition, you may, at any time, object to the processing of your personal data processed for direct marketing purposes and, if required by a particular situation, you may object to the processing of your personal data on the basis of Brough Superior Motorcycles’ legitimate interest unless Brough Superior Motorcycles has prevailing legitimate reasons for proceeding with processing (e.g. the exercise or defense of a right in court).