Privacy Policy

Information we collect

We may collect contact details and the information you choose to provide through contact, vehicle-availability, test-drive, Car Finder, trade-in and finance forms. Depending on the request, this may include vehicle preferences, trade-in details, identification, residence, employment, income and credit-related information.

We may also collect technical information such as browser and device details, pages visited, referral information, cookies and advertising campaign parameters such as UTM values or click identifiers.

How we use information

We use information to respond to inquiries, confirm vehicle availability, arrange appointments, evaluate trade-in requests, process finance applications, communicate about requested services, operate and improve the website, measure advertising performance, prevent misuse and meet legal or regulatory obligations.

Marketing messages are sent only where permitted. You may ask us to stop sending promotional communications at any time.

Finance and credit applications

Finance applications may contain sensitive personal and financial information. When you submit an application and provide the required authorization, information may be used to assess the application and shared with lenders, credit reporting agencies and service providers involved in the financing process. Approvals, rates and terms remain subject to lender review and applicant qualifications.

Service providers and disclosure

We may disclose information to service providers that support our website, hosting, customer relationship management, communications, analytics, advertising, fraud prevention and dealership operations. We may also disclose information where authorized or required by law, or as part of a proposed or completed business transaction.

Some service providers may process information outside Alberta or Canada. Information handled in another jurisdiction may be subject to the laws of that jurisdiction. We remain responsible for selecting and using service providers appropriate to the information and service.

Analytics, advertising and cookies

This website uses Google Tag Manager and may use configured analytics or advertising services, such as Google Analytics or Meta Pixel. These services can use cookies or similar technologies to measure visits, understand campaign performance and support relevant advertising. Browser settings and the controls offered by those providers can be used to limit cookies or personalized advertising.

Customer names, email addresses, phone numbers and finance application contents are not intentionally included in analytics event parameters.

Retention and safeguards

We retain personal information only for as long as reasonably needed for the purposes described above, our operational requirements and applicable legal obligations. We use administrative, technical and physical safeguards appropriate to the sensitivity of the information. No method of transmission or storage can be guaranteed completely secure.

Policy updates

We may update this policy as our services, providers or legal obligations change. The current version will be posted on this page with its effective date.