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Privacy Policy

Last updated: April 27, 2026 · Effective: April 27, 2026

ASR Luxury (“ASR Luxury,” “we,” “us,” or “our”) is committed to respecting your privacy. This Privacy Policy explains how we collect, use, share, and protect personal information when you visit asrluxury.com (the “Site”) or engage our luxury rental and concierge services (the “Services”).

We are a California-based business and this Policy is written to comply with the California Consumer Privacy Act of 2018 (“CCPA”) as amended by the California Privacy Rights Act of 2020 (“CPRA”). It also reflects our general practices for visitors located outside California. If you have questions, contact us at hello@asrluxury.com or (310) 985-9849.

1. Scope of this Policy

This Policy applies to information we collect on the Site, through our contact and booking forms, by phone or email, and through any in-person interactions related to a rental or concierge engagement. It does not apply to third-party sites or services we link to but do not control.

2. Information We Collect

We collect the following categories of personal information:

2.1 Information you provide directly

  • Identifiers:name, email address, phone number, and (when relevant to an active rental) driver’s license number, date of birth, and address.
  • Commercial information: rental history, booking dates, vehicle preferences, delivery address, and payment-method details required to confirm a reservation. (Card numbers are processed by our payment processor and are not stored on our servers.)
  • Communications: messages you send through our contact form, by email, or via SMS, including any attachments, photos, or documents you submit.
  • Identification documents (rental customers only):driver’s license, passport (international renters), and proof of your own valid auto insurance with rental coverage. Required to fulfill rental contracts; retained per Section 7.

2.2 Information collected automatically

  • Usage data: pages viewed, time on page, referring URL, search terms that brought you to us, device type, browser type, operating system, and approximate geographic location based on IP address.
  • Cookies and similar technologies: persistent and session cookies set by us and by our analytics and advertising partners. See Section 8 (Cookies and Tracking Technologies) for details and your choices.
  • Inferences: derived signals about your interests (e.g., the vehicle categories you browse) that we use to personalize the Site and our communications.

2.3 Information from third parties

  • Public review platforms (Google Business Profile) when you leave us a public review.
  • Referral partners (hotels, concierge services) when they refer you to us.
  • Advertising platforms (Google Ads) for conversion measurement and audience segmentation.

3. How We Use Your Information

We use personal information to:

  • Respond to inquiries, prepare quotes, and confirm reservations.
  • Fulfill rental contracts (verify identity, schedule delivery, process the rental, return).
  • Send transactional communications (booking confirmations, delivery updates, post-rental follow-ups).
  • Send marketing communications when you have opted in (or, where the law permits, until you opt out). You may unsubscribe at any time using the link in any marketing email.
  • Operate, maintain, and improve the Site and our Services, including analytics and A/B testing.
  • Detect and prevent fraud, theft, vehicle damage disputes, and other unlawful activity.
  • Comply with legal obligations (insurance disclosure, subpoenas, regulatory inquiries).

4. How We Share Your Information

We do not sell your personal information for monetary consideration. We may share personal information with the following categories of recipients:

4.1 Service providers (sub-processors)

The following service providers process personal information on our behalf to operate the Site and deliver Services. Each is contractually bound to use the data only for the purposes we direct.

  • Supabase(hosted PostgreSQL database, file storage, authentication) — stores customer records, leads, and rental documents.
  • Vercel(web hosting, edge serverless runtime) — serves the Site and processes HTTP requests.
  • Resend(transactional email delivery) — sends booking confirmations, quote responses, and lead notifications.
  • Google Analytics 4— measures Site usage. We use Google Consent Mode v2 to default analytics cookies to denied until you accept (see Section 8).
  • Google Tag Manager— manages our analytics and marketing tags.
  • Google Ads— conversion measurement, audience targeting, and remarketing. Default-denied for ad cookies via Consent Mode v2 until you opt in.
  • Google Places API / Google Business Profile— we fetch our published ratings and reviews from Google to display on the Site.
  • Payment processor— we use a PCI-compliant third-party payment processor for any card transactions. Card details are submitted directly to the processor and are not retained on our servers.

4.2 Business partners

  • Insurance providers and adjusters— only when an incident involving a rental requires a claim or investigation.
  • Referral partners— if a hotel concierge or third party referred you to us, we may confirm with them that the booking happened so they can be paid the agreed commission. We do not share rental terms or payment details.
  • Production / event coordinators— when you book a vehicle for a music video, film, or event, we coordinate with your line producer or event manager as required to complete the booking.

4.3 Legal and safety disclosures

  • To comply with subpoenas, court orders, regulatory inquiries, or other legal obligations.
  • To enforce our Terms of Service or protect the rights, property, or safety of ASR Luxury, our customers, or others.
  • In connection with a corporate transaction (merger, acquisition, financing, or asset sale), subject to a confidentiality agreement.

5. Your CCPA Rights (California Residents)

If you are a California resident, you have the following rights under the CCPA / CPRA:

  • Right to know: request the categories and specific pieces of personal information we have collected, used, disclosed, or sold/shared about you in the preceding 12 months.
  • Right to delete: request that we delete personal information we hold about you, subject to legal exceptions (e.g., we must retain rental records as required by insurance and tax law).
  • Right to correct: request that we correct inaccurate personal information.
  • Right to opt out of sale or sharing:direct us not to “sell” or “share” your personal information as those terms are defined under the CCPA. Although we do not sell personal information for money, certain analytics and advertising cookies may qualify as “sharing” under the CCPA’s broad definition. You can opt out at any time using the “Do Not Sell or Share My Personal Information” link in our footer, or by following the instructions below.
  • Right to limit use of sensitive personal information: direct us to limit our use of sensitive personal information (e.g., precise geolocation, government-ID details) to what is necessary to provide the Services you requested.
  • Right to non-discrimination: we will not deny you Services, charge different prices, or provide a different level of service because you exercised any CCPA right.

5.1 How to opt out of sale or sharing

You can opt out in any of the following ways:

  1. Click the “Do Not Sell or Share My Personal Information” link in our footer. We will set a browser-level opt-out flag and pass that signal to our advertising and analytics partners.
  2. Decline analytics and advertising cookies in our cookie consent banner, or switch them off later by clearing the consent cookie and reloading any page on the Site.
  3. Send an email to hello@asrluxury.com with the subject line “Privacy Request” and include your name, the email address you used with us, and the right you wish to exercise.
  4. Send your request by mail to: ASR Luxury, Privacy Officer, 9340 Civic Center Dr, Beverly Hills, CA 90210.
  5. Enable Global Privacy Control (GPC) in your browser. We honor GPC signals as a valid opt-out request from the browser sending the signal.

We will respond to verifiable requests within 45 days. We may need to verify your identity before processing a request to access or delete personal information. Authorized agents may submit requests on your behalf with written, signed permission.

6. Categories Collected, Disclosed, or Shared (12-Month Lookback)

In the last twelve months, we have collected the categories listed in Section 2 and disclosed the following categories to the recipients listed in Section 4:

  • Identifiers, commercial information, and Internet/network activity (to service providers in Section 4.1).
  • Identifiers and commercial information (to business partners in Section 4.2 only as required to fulfill a referenced booking or claim).
  • Internet/network activity inferences (shared with Google Analytics and Google Ads via Consent Mode v2 only when you have consented).

7. Data Retention

We retain personal information only as long as needed for the purposes described above:

  • Inquiries that did not result in a booking: 24 months from last contact.
  • Active and completed rental records: 7 years from rental return, consistent with insurance and tax record-keeping obligations.
  • Driver’s license / ID copies: deleted from active systems within 90 days of rental return; retained in encrypted backup for the 7-year period above and then deleted.
  • Marketing preferences: until you unsubscribe, plus 12 months after for compliance audit purposes.
  • Site analytics events: 26 months in Google Analytics 4 (the platform default).

8. Cookies and Tracking Technologies

We use cookies and similar technologies to operate the Site and to measure how visitors use it. We default analytics and advertising cookies to denied and enable them only after you opt in via our cookie consent banner (using Google Consent Mode v2 signals).

  • Strictly necessary cookies: required for the Site to function (session management, security, basic preferences). These cannot be turned off in our consent banner.
  • Analytics cookies: Google Analytics 4 (anonymized IP, no cross-site tracking, no advertising signals when consent is denied).
  • Advertising cookies: Google Ads (conversion measurement and remarketing). Disabled by default; enabled only with your consent.

You can manage cookies through your browser settings, the Google Ads Settings page, the Google Analytics opt-out browser add-on, or by enabling Global Privacy Control. Disabling strictly necessary cookies may break parts of the Site.

9. Children’s Privacy

Our Services are not directed to children under 18, and we do not knowingly collect personal information from children under 16 except to the extent permitted by the CCPA (which prohibits the sale or sharing of personal information of a consumer aged 13 to 16 without their affirmative authorization). If you believe a child under 16 has provided us with personal information, contact us at hello@asrluxury.com and we will delete it promptly.

10. Security

We implement administrative, technical, and physical safeguards designed to protect personal information, including TLS-encrypted transmission, encrypted database storage at rest (Supabase), restricted internal access, and secure deletion practices. No method of electronic storage is 100% secure; we cannot guarantee absolute security and rely on industry-standard practices.

11. International Users

We are based in California. If you access the Site from outside the United States, your information will be transferred to and processed in the United States. We rely on standard contractual clauses or other lawful transfer mechanisms with our service providers as required by applicable law.

12. Changes to This Policy

We may update this Policy from time to time. When we do, we will revise the “Last updated” date at the top of this page. Material changes will be highlighted in a banner on the Site or, where required, communicated by email to active customers.

13. Contact Us

If you have any questions about this Policy or our privacy practices, contact us:

This Privacy Policy is provided for informational purposes and reflects our current practices. It is not legal advice. ASR Luxury recommends that businesses operating under California, federal, or international privacy law consult qualified counsel before relying on any template policy.