This is the Privacy Policy for the Sime Darby Car Rental Website (SD Rental). This Privacy Policy provides information on the processing of your personal data as a result of being (i) one of our customers, (ii) a visitor to the SD Rental website.
By providing this information, you agree that Sime Darby Group, and Bow Ma Motor (South China), may process your personal data in accordance with our Privacy Policy.
By submitting this form, you agree to receive information on invitations to exclusive offers and events, our latest news, and other relevant information from Sime Darby Group, and Bow Ma Motor (South China) as set out in our Privacy Policy. You may unsubscribe at any time.
This Privacy Policy may be changed over time. You are advised to regularly review the Privacy Policy for possible changes. This Privacy Policy was last changed on 07.1.2024.
Special Notice
Notice – age restriction
This website is intended for motorists only and should not be used by anyone who is not legally entitled to drive. If you are not legally entitled to drive please do not use this website and / or send us your personal data (for example your name, telephone number, email address or car model).
1. When is this Privacy Policy applicable?
This Privacy Policy provides information on the processing of your personal data as a result of being (i) one of our customers, (ii) a visitor to the SD Rental website.
In the website you may find a number of links to other websites or applications. Although these websites or applications are selected with care, we are not responsible for the processing of your personal data through these websites or applications. This Privacy Policy is therefore not applicable to the use of such websites or applications.
2. Who is the controller of your data?
Sime Darby Motor Services Limited, a company registered in Hong Kong whose registered office is at Unit 7-11, 29/F., CDW Building, 388 Castle Peak Road, Tsuen Wan, Hong Kong is the controller for the processing of your personal data.
3. For what purpose do we process your personal data?
In this Privacy Policy we describe what personal data we process and for what purposes.
3.1. Customer service and relationship management
What does this purpose entail?
If you contact our Customer Service Centre with a question or a complaint, we may ask you for certain information to identify yourself and to help us respond to your enquiry. We use any personal data supplied only for this purpose and to improve our customer support services.
Which personal data do we process for this purpose?
To be able to respond appropriately to your question or complaint, we note details of your question or complaint in our customer database. We may also ask you for contact details in order to keep you informed about your question or complaint. If you have a question or complaint relating to your participation in the website, we may also ask for additional personal details to confirm your identity.
3.2. Participate in promotions
What does this purpose entail?
SD Rental regularly run promotions for its customers. In some cases we may ask you to provide us with your personal data through a registration form, advertisement or website in order to participate in the promotion.
Which personal data do we process for this purpose?
If you choose to participate in such promotions, we may process the personal data provided by you (including your name, telephone number, e-mail address and car model) in order to register or confirm your participation, to determine whether you fulfil the promotion conditions and to send you any prizes or benefits. Depending on the promotion we may also process information on your participation in the promotion.
3.3. Development and improvement of products and services
SD Rental regularly conduct market research with its customers through the use of surveys. We use your responses to such surveys for quality assessments and to improve your customer experience.
Which personal data do we process for this purpose?
If you choose to participate in our surveys, we may process the personal data provided by you (including your name, telephone number, e-mail address and car model).
3.4. General Offers
What does this purpose entail?
As a customer of SD Rental, you may receive general offers and information from SD Rental ("General Offers").
With General Offers, we would like to notify you of SD Rental products, events and promotions that may be of interest to you. You may receive your General Offers by regular mail, email, SMS, through the SD Rental Website, social media, coupons or any other digital channels used by you.
Which personal data do we process for this purpose?
For sending you General Offers, we may process the personal data provided by you (including your name, telephone number, e-mail address and car model). Opting out of General Offers
3.5. Personalised Offers
What does this purpose entail?
As a customer of SD Rental, you may receive offers from SD Rental that are tailored towards your personal preferences based on analyzing your purchase history, your participation in promotions, surveys and your use of Websites and other digital channels ("Personalised Offers").
With Personalised Offers, we would like to notify you of SD Rental products, events and promotions that we believe may be of interest to you. You may receive your Personalised Offers by regular mail, email, SMS, through SD Rental Website, social media, coupons or any other digital channels used by you.
Which personal data do we process for this purpose?
In order to be able to provide you with Personalised Offers, SD Rental need to understand your preferences. In order to be able to determine your preferences, SD Rental may analyse:
- Your purchase history
- This includes data regarding (i) specific services you purchase, (ii) the total amount of your purchases per transaction, (iii) the time and place of the purchases you make and (iv) the payment method you use.
- How you use your coupons
- This includes data regarding (i) the quantities of coupons you have used, (ii) the type and description of the coupon you have used, and (iii) the frequency and time of redemption of your coupons.
- If, how and where you redeem offers (including coupons)
- Your use of the Website, App and e-mails you receive from us.
- This includes data regarding (i) the links you click on the Website, (ii) how you respond to or engage with e-mails sent by us.
- Your participation in promotions and surveys
In order to determine your preferences, SD Rental may also combine your personal data already known by affiliates of SD Rental including your use of:
- Websites, App, coupons, social media, survey's, promotions and other digital channels;
Transaction details at SD Rental facilities, along with purchases of customers with similar interests and supplemental socio-demographic information about you from third party sources in order to analyse your previous purchases.
3.6. Technical and functional management of the Website
What does this purpose entail?
When you visit or use the Website, we process some technical information about you (such as your IP address, your location as obtained through our App if this is something that you have previously consented to) and provide you the functionalities of our online services and to manage them. With this technical information we are able to manage the Website, for example to resolve technical failures or to improve their reliability.
Which personal data do we process for this purpose?
We process technical data such as the IP address, your location and recorded journeys and vehicles co-ordinates, speed and acceleration on SD Rental Drive of your computer, tablet or smartphone, details of the pages you have visited on the Website, the web browser you use to surf, previous/subsequent sites that you have visited and the length of your visit/session.
3.7. The generation of management information and statistical data
What does this purpose entail?
SD Rental perform research into market trends through statistical analysis. We use the results of such research to evaluate our current products and services and to adapt our products, marketing and service stations to new developments. The research results are only reported on an aggregate basis.
3.9. Preventing, detecting and investigating fraud
What does this purpose entail?
SD Rental may use the personal data you provide SD Rental to prevent, detect and investigate fraud and to enforce its Terms and Conditions.
3.10. Feedback and forum facilities
If at any time this website offers any feedback and/or forum facilities (or similar), SD Rental may collect the information that you disclose in using such facilities. Such information will be used in accordance with this Privacy Policy. Please note that SD Rental cannot be held responsible for other parties' use of the personal data which you make available to such third parties through any feedback or forum facilities in this website. Please be careful about what personal data you disclose in this way.
4. Who has access to your data?
SD Rental may disclose your personal data to any of the following:
- Authorized third party companies involved in the operation of the SD Rental Website, such as any other company that is permitted to supply products and/or services to the members;
- Any agents, service providers and/or subcontractors of SD Rental and its affiliates;
- Any person to whom SD Rental propose to transfer any of its rights and/or duties.
SD Rental use third parties for certain processings, such as website hosting. The collected personal data may be transferred to authorized third parties, which may be located outside of the Economic European Area (EEA) as part of the services offered to you. By way of example, this may happen if any of our servers are from time to time located in a country outside of the EEA or one of our service providers is located in a country outside of the EEA. As far as these third parties have access to personal data in order to execute these processings, SD Rental have taken the required organizational and/or contractual measures to ensure that your personal data is exclusively processed for the purposes mentioned above and that adequate levels of protection have been implemented in order to safeguard your personal data.
Except as set out in this Privacy Policy, we will not disclose any personal data without your permission unless we are legally entitled or required to do so or if we believe that such action is necessary to protect and/or defend our rights, property or personal safety and those of our users/customers or other individuals. Only if SD Rental are required to do so by law, will your personal data be provided to supervisory agencies, fiscal authorities and investigative agencies.
5. For what period do we retain your personal data?
Upon your request to discontinue your participation in the SD Rental website we will close the applicable accounts as soon as reasonably possible. We will also close or deactivate inactive customer accounts and close accounts that are used in violation of this Privacy Policy or applicable Terms and Conditions. Personal data from closed or deactivated accounts will be deleted or rendered anonymous as soon as is reasonably possible. Under certain circumstances we will retain personal data from closed or deactivated accounts for longer, such circumstances being the prevention of fraud or to otherwise take actions permitted or required by law.
6. Which cookies do SD Rental use?
The Website and/or App uses cookies or similar technology. A cookie is a small text file that is sent to your internet browser so that we are able to recognise your browser when you return. SD Rental and its authorised service providers may use small graphic images known as 'clear GIFs' that work in conjunction with cookies to identify you and your use of the Websit. SD Rental and such service providers may also use other technologies to store information in your browser utilising local shared objects or local storage, such as HTML 5 cookies, flash cookies and other web application software methods.
Using these technologies, we can collect data on the use of the Website such as which pages are visited, your interaction with information on the Website and the duration of your visit.
Functional cookies
SD Rental store cookies that are essential in providing the functionalities of the Website. For instance, the cookies remember your preferences, such as language and region, which remain as your default settings when you revisit the Website. However, should you wish to do so, you can choose to reject or block the cookies set by SD Rental by changing your browser settings - see the Help function within your browser for further details.
Web analytics cookies
SD Rental may use third party cookies for web analysis. Such cookies allow SD Rental to analyze the usage of the Website. This relies on aggregated statistical data that SD Rental authorised service providers provide and allow SD Rental to understand the way you use the Website. SD Rental and such service providers may only provide such data to third parties if this is required by law.
Advertising cookies
SD Rental may use third party cookies for advertising purposes. SD Rental may use authorised service providers to serve advertising on the Website and other websites on the internet. Such service providers may place cookies on your browser, and may collect information that helps them identify your device, such as IP- address, or other unique or device identifiers.
SD Rental do not retain a cookie longer than necessary. We use session cookies and permanent cookies:
- A session cookie can track usage such as the webpages you visit and what options you use. When you close the internet browser, the session is ended and the cookie is deleted.
- A permanent cookie enables the Website to recognize you at a subsequent visit. It remains on your system until you delete it.
Please note that most browsers automatically accept cookies so if you do not wish cookies to be used you may need to actively delete or block the cookies.
You can also visit www.allaboutcookies.org for details on how to delete or reject cookies and for further information on cookies generally. For information on the use of cookies in mobile phone browsers and for details on how to reject or delete such cookies, please refer to your handset manual.
Note, however, that if you reject the use of cookies you will still be able to visit our websites but some of the functions may not work correctly and you may no longer be able to use all the functionalities of the Website.
7. If you communicate with us through social media
If you choose to share our Website or content through social media such as LinkedIn, Facebook and/or Twitter, your personal data (such as your name and the fact that you are interested in SD Rental) will also be visible to all the visitors of your personal webpage on LinkedIn, Facebook and/or Twitter. On the use of such social media websites only the terms and conditions (including the privacy policy) of the social media website apply. SD Rental is not responsible for the processing of personal data or the privacy policy of such social media websites, and SD Rental 's Privacy Policy is therefore not applicable.
8. How do we secure your personal data?
We have implemented technology and policies with the objective of protecting your privacy from unauthorised access and improper use.
9. Who to address regarding questions and requests of access, removal etc.
We aim to keep our data about you as accurate as possible. If you would like to review, change or delete the details you have supplied to us, please email
If you want to unsubscribe from receiving promotional communications from Sime Darby Rental, please contact us at sdcarrental@simedarby.com.hk with the subject line setting out "SD Rental Opt-out" along with your relevant account details (incl. your registered name and mobile number.) and the channels (e.g. email, post) by which you do not want to receive such communications.
10. Amendments to Privacy Policy
We may revise this privacy policy from time to time by updating this version. Therefore, please visit our website from time to time to determine any changes to these terms.