Privacy Policy

1. Introduction

This Privacy Policy explains how Alpha Tyre & 4x4 Accessories Fitment Centre ("Alpha," "we," "us," "our") collects, uses, stores, and protects your personal information when you visit this website or contact us, in line with the Protection of Personal Information Act 4 of 2013 (POPIA). By using this website or submitting your information to us, you agree to the practices set out here.

2. Who We Are

Alpha Tyre & 4x4 Accessories Fitment Centre — 1 Panmure Pl, Arcadia, East London, 5241, South Africa. Company registration number: 2021/772808/07. Phone: 043 050 0810 · Email: deago@alpha4x4.co.za

We are the Responsible Party under POPIA for the personal information described here.

3. Information We Collect

Your name, phone number and/or email address, vehicle information (make, model, variant) if you use our quote request tool, the service or category you're interested in, and anything else you choose to tell us. We also collect basic technical and usage information through cookies and tracking tools. We don't collect payment or banking details through this website — we don't process online payments.

4. How We Collect It

Directly from you, through our quote request tool or via WhatsApp — and automatically, through cookies and tracking tools once you've made a choice via our cookie banner.

5. Why We Collect It

To respond to your enquiry and provide a quote, to contact you about what you asked about, to understand and improve how our website performs, and to measure our advertising. Where we're sending marketing communications or running non-essential tracking, we do that on the basis of your consent — see Sections 6 and 12.

6. Cookies & Tracking

This site uses both Meta Pixel and Google Analytics to measure advertising performance and understand how the site is used. Essential cookies keep the site functioning and can't be switched off. Meta Pixel and Google Analytics are non-essential — they only activate once you've made an active choice to allow them via our cookie banner. If you don't consent, neither tool runs. You can change your choice at any time via the cookie settings link in the footer.

7. How We Share Your Information

We don't sell your information, and we don't share it with third parties for their own independent marketing purposes. We do share information with:

• Meta Platforms — for WhatsApp messaging, and for ad performance measurement where you've consented to tracking cookies
• Google — for website analytics, where you've consented to tracking cookies
• Service providers who help us run this website (e.g. hosting), under terms that limit their use of your information to serving us
• Regulators or law enforcement, where required by law

Once your information reaches a platform like WhatsApp, Meta, or Google, that platform's own privacy policy governs how they handle it independently of us.

8. Cross-Border Transfers

Meta and Google both process information outside South Africa. We rely on their compliance frameworks and standard contractual protections to keep your information appropriately protected when this happens, as required under POPIA's conditions for cross-border transfer.

9. How Long We Keep Your Information

We keep your information only for as long as necessary to respond to your enquiry and fulfil the purpose it was originally collected for. Once that purpose has been served, we securely delete or de-identify it — unless a longer period is required by law, or you ask us to delete it sooner.

10. Security

We take reasonable technical and organisational measures to protect your information, including restricting access to authorised staff and storing enquiry data securely. No method of transmission over the internet is completely secure, and we can't guarantee absolute security.

11. Your Rights

You can ask what personal information we hold about you, ask us to correct or delete it, object to how we're using it, and withdraw consent at any time. Contact us using the details in Section 17, or our Information Officer in Section 14.

12. Direct Marketing

We only send marketing communications — promotions, updates, and similar — if you've given us separate, explicit consent to do so. Submitting an enquiry does not opt you into marketing. Opt out at any time via the unsubscribe link or by contacting us directly.

13. Children's Privacy

This website isn't directed at children. We don't knowingly collect personal information from anyone under 18 without a parent or guardian's consent.

14. Our Information Officer

Deago is our Information Officer, responsible for our POPIA compliance and for handling requests about your personal information. Contact: deago@alpha4x4.co.za

15. Complaints

Contact us first so we can try to resolve any concern directly. If you're not satisfied, you can lodge a complaint with the Information Regulator: Email POPIAComplaints@inforegulator.org.za · Woodmead North Office Park, 54 Maxwell Drive, Woodmead, Johannesburg, 2191 · inforegulator.org.za

16. Changes to This Policy

We may update this policy from time to time. The latest version is always available on this page, with the date it was last updated.

17. Contact Us

Alpha Tyre & 4x4 Accessories Fitment Centre — 1 Panmure Pl, Arcadia, East London, 5241. Company registration number: 2021/772808/07. Phone: 043 050 0810 · Email: deago@alpha4x4.co.za