Use of Your Data on Our Online Store

When you interact with one of Triumph’s online stores that is operated using a third‑party e‑commerce platform, we use your personal information to provide e‑commerce functionality, process purchases, handle payments, prevent fraud, manage your shopping experience and maintain the security and performance of the store. The e‑commerce service provider processes certain technical and transactional information on our behalf for these purposes, including device information, interaction data and payment‑related information. The provider does not use this information for its own purposes and processes it strictly under Triumph’s instructions as our data processor.

WHO WE SHARE YOUR PERSONAL INFORMATION WITH

We may routinely share your personal information with the following for the purposes set out in the table above:-

• Third parties who we use to help provide and deliver our products and/or services for example to offer finance, insurance, road side assistance, payment services providers, extended warranties, website services etc.;
• Marketing and research agencies who carry out work based on our express instructions such as a specific marketing campaign and/or market research surveys;
• Event companies who run and manage sponsored events;
• IT providers who provide us systems and services for customer support. This includes providers of call recording, call analytics and speech analysis services who act as our data processors and process personal data only on our documented instructions;
• Card Payment Services providers who operate payment platforms;
• Logistics and courier companies who transport our products to you;
• Website and mobile application development companies, for the purposes of providing (including developing and building), supporting and managing our websites and our App
• E‑commerce platform providers, who host and operate our online stores and processes technical, transactional and device data on our behalf in order to provide checkout functionality, analytics, fraud detection tools and secure hosting services.
• Third party marketing companies, including email service providers.
• IT hosting companies, including cloud hosting companies, who host our systems, database, website and our App.
• Service providers, who provide our online services, such as Google, who provide the map tool on our App*.
• Other third parties we may appoint from time to time in order for the purposes of internal business administration only for the purposes set out in the table above.

*Please note that your use of the map tool on our App shall be subject to the Google Privacy Policy at https://policies.google.com/privacy

We require all of our third party processors to respect the security of your personal data and both treat and process it in accordance with the law. In doing so we will only allow third parties to process your personal data as data processors on our behalf where we are satisfied they take appropriate measures to protect your information.

Additionally we impose contractual obligations (such as a data processing agreement) on our third party processors to ensure they process and secure your data lawfully with the appropriate technical and organisational measures in place.

We may also share your personal data with:

• Dealers or distributors across our network, for the purposes set out in this privacy policy (e.g. in order to provide products or services to you, for the purpose of providing an aftersales service or where you have registered your interest to purchase a product from us or our dealers, or to fulfil completion of a prize for a winner in a competition or prize promotion);
• Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy. Alternatively, we may seek to acquire other business or merge with them;
• Law firms who may provide legal advice to us (e.g. where there is a customer dispute)
• Tax authorities (such as HMRC in the UK) and customs authorities.

Our website links to third party payment providers who will process payments made on our website.

Your personal data may be shared with other Triumph Affiliates within the Triumph Group for the purposes set out in this privacy policy.

INTERNATIONAL TRANSFERS OF INFORMATION

It may be necessary on certain occasions to share your personal information outside of the UK such as:

• With our subsidiary offices located outside the UK;
• With distributors or dealers located outside the UK;
• With service providers located outside the UK;
• If you are based outside the UK; and
• Where there is an international dimension to the services we are providing to you.

Whenever we do process or transfer your personal data outside of the UK, we ensure a degree of protection (as stipulated by law) is afforded to it by ensuring at least one of the following is implemented:-

• We will only transfer your personal data to countries who by the UK have been deemed to provide an adequate level of protection for your personal data, which currently includes the European Economic Area (“EEA”);
• Where we use certain service providers located outside the EEA, we may use specific contractual clauses approved by the European Commission which give personal data the same protection it has in Europe;
• Where we use providers based in the US we may transfer data to them if they are part of the UK Extension to the EU-US Data Privacy which requires them to provide adequate protection to data transferred between Europe and the US; and
• We may rely on one of the derogations for specific situations as set out in Article 49 GDPR.
• If you are based outside of the UK or EEA, there may be different applicable data protection laws relevant to the collection and processing of your personal data specific to your location. As a minimum we will collect and process your personal data as if you were resident in the UK.

Transfers Relating to Our Online Store

When you use one of our online stores operated by a third‑party e‑commerce platform, some of your personal data may be processed or stored by that provider outside the UK or EEA. The e‑commerce provider relies on recognised international data‑transfer safeguards such as standard contractual clauses or equivalent mechanisms to ensure your information remains protected to the standards required under UK data protection law. The provider processes this data solely on Triumph’s behalf and in accordance with our instructions.

If you would like further information about data processed or transferred outside the UK please contact the Triumph Legal and Compliance team using the details at the beginning of this notice.

WHAT WE DO TO KEEP YOUR DATA SECURE

We have appropriate security measures in place to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

Unfortunately the transmission of information via the internet is not always completely secure despite our reasonable efforts. Whilst we will reasonably protect your personal data, we do not guarantee the security of your data transmitted over the internet; any such transmission, including via our websites or apps, is at your own risk and when we receive your information it will be kept in a secure environment protected by a combination of physical and technical measures such as encryption technologies or authentication systems to prevent any loss, misuse, alteration, disclosure, destruction, theft or unauthorised access.

We have in place procedures to deal with any suspected personal data breach and will notify you accordingly as well as notifying any applicable regulator where we are legally required to do so.

HOW LONG DO WE USE AND KEEP YOUR PERSONAL DATA

We will only retain your personal information for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a compliant or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

Call recordings and any associated transcripts or analysis outputs are retained only for as long as necessary for the purposes described in this privacy policy, after which they are securely deleted or anonymised in accordance with our retention schedules.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

YOUR RIGHTS

Under certain circumstances, you have rights under the data protection laws in connection with your personal data. These are the following:-

• Right of access to your personal data;
• Right to request correction of your personal data;
• Right of erasure of your personal data;
• Right to object to the processing of your personal data;
• Right to request the restriction of processing of your personal data;
• Right to request transfer of your personal data (data portability); and
• Right to object to the processing of your personal data.

If you wish to exercise any of the rights above please email TriumphDataProtection@triumph.co.uk or write to us at Legal and Compliance Team, Triumph Motorcycles Limited, Normandy Way, Hinckley, Leicestershire, LEl0 3BZ, United Kingdom.

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights) is actioned accordingly. This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

We try to respond to all legitimate requests within one calendar month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

In the event you wish to restrict the processing of your personal data for the purposes of (where applicable) email newsletters, service emails and/or general marketing you may use the 'unsubscribe option' at the bottom of any of our marketing communications to you. It may take seven (7) working days for your unsubscribe request to be fulfilled.

Deleting Your My Triumph App Account

You can delete your account for the My Triumph App at any time using the settings section of the application. If you delete your account your usermame, password, motorcycle and any riding data associated with your account will also be permanently deleted from the app and will be unrecoverable. If you wish to reinstate your account you will be required to re-register. Please note that on deletion of your account, Triumph Motorcycles will not delete any of your personal data that it needs to continue to process for the purposes for which that data was originally collected. That includes, for example sales registration data for warranty and or service call purposes. If you previously opted in to marketing communications, those preferences will remain in place and you will not be deemed to have opted out of marketing by deleting your account. If you wish to unsubscribe from further marketing communications, please update your preferences here: Preferences

HOW TO COMPLAIN

If you are not happy with how we handle your personal data (for example how we collect it, use it, share it, keep it secure, or how long we keep it), please contact us directly first so we have the chance to put things right.

You can contact us by:

• by emailing TriumphDataProtection@triumph.co.uk, or
• by writing to us at Legal and Compliance Team, Triumph Motorcycles Limited, Normandy Way, Hinckley, Leicestershire, LE10 3BZ, United Kingdom.

To help us deal with your complaint, please tell us:

• what has happened and when;
• which Triumph product, service, website or retailer was involved;
• any relevant reference numbers (for example your order, vehicle or account number); and
• how you think your data protection rights have been affected and what you would like us to do.
• We will acknowledge your data protection complaint within 30 days of receiving it. We will then investigate, make appropriate enquiries and respond to you without undue delay, keeping you informed if our investigation takes longer than expected and explaining the outcome to you.

We may ask you for reasonable information to confirm your identity, or (if you are raising a complaint on someone else’s behalf) to confirm that you are authorised to act for them. We will only ask for what we need for these checks.

If you remain unsatisfied with our response, or you have not heard from us, you have the right to lodge a complaint with a supervisory authority. In particular, you can complain to the data protection authority in the country where you work, normally live or where any alleged infringement of your data protection rights law occurred. The supervisory authority in the UK is the Information Commissioners Office who may be contacted at https://ico.org.uk/make-a-complaint/ or by telephone on +44 0303 123 1113.

LINKS TO OTHER WEBSITES

Our website or apps may contain links to other websites or apps run by other organisation which we do not control. This policy does not apply to those other websites or apps and therefore we encourage you to read their privacy policies prior to using their services.

For the purposes of clarity we are not responsible for the privacy policies and practices of other websites and apps (even if you access them using links we provide) and we provide links to those websites or apps solely for your information purposes only. We specifically disclaim responsibility for their content, privacy practices and terms of use and we make no endorsements, representations or promises about their accuracy, content or thoroughness.

Please Note: This privacy policy also does not cover the Triumph Motorcycles Repair and Maintenance Information (RMI) website. The RMI website operates under its own privacy policy which we encourage you to read prior to your use.

COOKIES

Our websites or apps may use cookies or similar technologies. You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website or apps may become inaccessible or not function properly. For more information about the cookies we use, please see our cookie policy available at https://www.triumphmotorcycles.co.uk/global-content/cookies

Cookies Used on Our Online Stores

Where applicable, our online stores for selected Triumph products operate using third‑party e‑commerce platforms and therefore use a different set of cookies from those used on our main website and apps. These may include cookies enabling checkout functionality, shopping‑cart persistence, analytics, platform security and fraud detection. When you access an online store, a separate cookie banner will appear to allow you to manage your cookie preferences for that environment.

Updated 19 June 2026