Privacy Policy
Last updated 04/092026
1. Introduction
This Privacy Policy explains how John Bogue (Monaghan) Ltd (“we”, “us”, “our”), together with Henry Ford & Son Limited / Ford Motor Company (“Ford”), collects, uses, and protects your personal data when you visit this website (“Website”), and when you buy a product or receive services from us.
Some Ford products and services (including Ford mobile apps) have their own privacy policies describing in more detail how your data is used in specific contexts. You can also find information about what data your vehicle collects in the owner’s manual or in the associated vehicle app (where available).
2. Who We Are
Data Controller: John Bogue (Monaghan) Ltd
Email: [email protected]
This Website is powered by CarsIreland / Digital Odyssey Ltd, who act as a data processor on our behalf.
For Ford-related enquiries (including VIN and diagnostic data):
Henry Ford & Son Limited, Elm Court, Boreenmanna Road, Cork, Ireland
Email: [email protected]
3. What Personal Data We Collect
We collect personal information when:
- You fill in forms or make bookings (e.g. book a service or request a test drive)
- You receive services or purchase products from us
- You contact us (e.g. customer service enquiries)
- Your vehicle is serviced or repaired (diagnostic information is collected and records of work carried out are retained)
Personal information collected includes:
- Your name and contact information (address, telephone numbers, email)
- Vehicle information (VIN, registration number, model, age, mileage)
- Products and services you have purchased or shown interest in
- Marketing and communication preferences
- Payment and financing information
Where permitted, we may also supplement this information with data from third-party sources.
We may also automatically collect standard website data, including your IP address, browser type and device information, and pages visited and browsing behaviour.
Some information may be required by law or contract. Failure to provide required information may delay or prevent the fulfilment of our obligations.
4. How We Use Your Data
We use your personal information to:
- Fulfil your requests and provide products and services
- Manage and improve our business and customer relationship
- Assess service quality
- Respond to your enquiries
- Conduct research
- Send you marketing material in accordance with your preferences
- Comply with legal or regulatory requirements
Ford Motor Company Group companies may combine and analyse your information (including automated decision-making in limited cases) to improve products, services and marketing strategies, personalise communications, keep information accurate and up to date, better understand customers, and manage customer relationships. You may request human review of automated decisions where applicable.
We may also use publicly sourced or third-party-provided demographic and interest data to tailor communications and advertising.
5. Legal Basis for Processing
We use your personal information under the following lawful bases:
- Contract: where use is necessary to perform or enter a contract with you
- Legitimate interests: including improving products/services, marketing, research, relationship management, fraud prevention, and ensuring compliance with terms of use
- Legal obligation: where required to comply with law or regulation
- Vital interests: where necessary to protect someone’s safety
- Public interest: in limited circumstances
- Consent: for example, for email or SMS marketing communications. You may withdraw consent at any time.
6. Sharing Your Data
Your personal information may be disclosed to:
- Companies or organisations engaged by us to provide services on our behalf (e.g. web-hosting providers, IT services, mailing vendors, analytics providers, and event service providers)
- CarsIreland / Digital Odyssey Ltd, who host and manage this website on our behalf
- Companies or organisations where you have asked or agreed that we may share your personal information with them
- Ford dealers and our partners where necessary to provide you with a product or service
- Professional advisors
- Any law enforcement agency, court, regulator, government authority, or other third party where required to comply with legal or regulatory obligations, or to protect our rights, the rights of others, or individuals’ personal safety, or to prevent, detect or address fraud or security issues
- Any third party that purchases or to which we transfer all or substantially all of our assets and business
Ford may also share your personal information with other Ford Motor Company Group companies worldwide. When shared, your information will be used for purposes compatible with this notice.
7. International Transfers
Your personal information may be transferred within the European Economic Area (“EEA”) and also to countries outside the EEA (including the USA). These countries may not provide the same level of data protection as the EEA. When transfers occur, appropriate safeguards will be put in place in line with legal requirements.
If you would like more information about international data transfers or to obtain a copy of the safeguards in place, you may contact Ford at [email protected].
8. Data Retention
Personal information is retained only as long as necessary to fulfil the purposes for which it was collected or to meet legal obligations.
Vehicle Service and Diagnostic Data (VIN)
When your Ford vehicle is diagnosed or repaired, technicians collect the Vehicle Identification Number (VIN) and diagnostic information. This information is transferred to Ford systems to provide vehicle-specific repair, maintenance and diagnostic information, support warranty and product safety processes, maintain a global service history for your vehicle, and support Ford research, development and regulatory obligations.
VIN-linked service data may be shared globally with authorised Ford repairers. This information is retained for 20 years, as it forms part of the formal service history.
For access to VIN-related data or to exercise your rights over this data, contact Ford at [email protected].
9. Virtual Assistant (Pilot Feature)
This Website may provide access to an automated virtual assistant (“Assistant”) to support your interaction with the Website.
How the Assistant Works
The Assistant is an automated system designed to:
- Respond to general queries
- Provide vehicle information
- Help you submit enquiries or request contact
- Assist with arranging test drives or follow-up
The Assistant does not involve live dealership staff and is not monitored in real time.
Data Collected via the Assistant
When you use the Assistant, we may collect:
- Information you provide (e.g. name, phone number, email)
- Details of your enquiry or preferences
- Messages and interactions with the Assistant
How This Data Is Used
We use data collected through the Assistant to:
- Respond to your enquiry
- Generate and manage sales leads
- Allow the dealership to follow up with you
- Improve the Assistant’s performance and accuracy
Legal Basis for Processing
We process Assistant-related data based on:
- Legitimate interests (handling enquiries, improving services)
- Pre-contractual steps (at your request)
- Consent, where required
Data Sharing
Assistant data may be shared with:
- The relevant dealership
- CarsIreland / Digital Odyssey Ltd
- Service providers supporting the Assistant
AI & Service Improvement
Interaction data may be used:
- In anonymised or aggregated form to improve performance
- To test and refine automated responses
Where data cannot be fully anonymised, it will be handled in accordance with GDPR.
Lead Handling
Any contact details or enquiry data submitted via the Assistant:
- Will be treated the same as enquiries submitted through website forms
- Will be used by the dealership to respond to your request
10. Your Rights
You have the right to:
- Request access to your personal information
- Correct inaccuracies
- Object to our use of your data
- Request restriction or deletion of your data
- Request data portability
- Withdraw consent where applicable
If you wish to exercise your rights or have any concerns, please contact:
John Bogue (Monaghan) Ltd, Privacy Enquiry – Data Protection, Email: [email protected]
For Ford-related enquiries (including VIN and diagnostic data): Privacy Enquiry, Henry Ford & Son Limited, Elm Court, Boreenmanna Road, Cork, Ireland, Email: [email protected]
You also have the right to lodge a complaint with the Data Protection Commission (DPC) in Ireland.
11. Cookies
We use cookies and similar technologies on this Website to help us provide you with a better browsing experience.
You can:
- Manage your preferences via our cookie banner
- Learn more via our Cookie Policy (if available)
12. Your Marketing Preferences
John Bogue (Monaghan) Ltd may contact you about products or offers you may be interested in, by email, SMS, postal mail, or telephone, in accordance with your preferences.
You can update your marketing preferences at any time, or opt out entirely, by contacting us at [email protected] or using the unsubscribe option included in any marketing communication you receive from us.
13. Changes to This Policy
We may update this Privacy Policy from time to time. Where changes significantly affect your rights or the nature of processing, we will provide advance notice. The latest version will always be available on this page.
