Legal information on data protection

We treat your data in accordance with the same high standards that you expect from our products and services. Our aim is to create and maintain the basis for a trusting business relationship with our customers and prospective customers. The confidentiality and integrity of your personal data is of particular concern to us.

Who is responsible for data processing?

Bayerische Motoren Werke Aktiengesellschaft, Petuelring 130, 80788 Munich, Germany; registered office and registered court: Munich HRB 42243 (hereinafter “BMW”) shall provide certain services to the customer under the designation “BMW i Pure Impulse Experience Programme” (consignment of a Welcome Pack, possibility to register on the website, application to BMW i Pure Impulse Experience events, receipt of regular information of the programme via post and/or email, access to BMW i Pure Impulse Experience privileges) and is responsible for data processing in this context.

What data do we process and for what purpose?

The data collected in connection with the conclusion of the contract or the provision of the services is processed for the following purposes:

A. Conclusion of contract (Article 6(1)(b) GDPR)

The following data categories are processed within the framework of the conclusion of a contract:

  • Contact details (surname, first name, address, telephone number, email address)
  • Account data (BMW i Pure Impulse Experience Programme login account)
  • Contract data (customer number)

The contract data is automatically deleted 1 year after the contract has expired; financial transactions are deleted after 10 years in accordance with legal provisions.

B. Fulfillment of the contractual obligation to provide the BMW i Pure Impulse Experience Programme contract (Art. 6(1)(b) GDPR)

For the purposes of fulfilling the BMW i Pure Impulse Experience Programme contract concluded between yourself and BMW, BMW shall provide various services such as consignment of a Welcome Pack, possibility to register on the website, application to BMW i Pure Impulse Experience events, receipt of regular information of the programme via post and/or email, access to BMW i Pure Impulse Experience privileges.

For the provision of these services, the following potentially personal information from the vehicle is processed for the provision of services by BMW and commissioned service providers:

  • Event participation data (surname, first name of companion, arrival and departure times, personal preferences, etc.).
  • Interests (information that you provide about your areas of interest, e.g. vehicles of interest to you, hobbies and other personal preferences).
  • Other personal information (information you provide about your date of birth, education and professional situation).
  • Use of websites and communication (information about how you use the website and whether you are opening or forwarding communications from us, including information collected via cookies and other tracking technologies. Further information can be found here in our BMW cookie guidelines.
  • Transaction and interaction data (interactions with BMW customer service, such as your enquiries and complaints, as well as your participation in BMW i Pure Impulse Experience Programme surveys).
  • Vehicle-specific data (vehicle type, VIN number).

The provision of this data is not required to complete the BMW i Pure Impulse Experience Programme contract. However, BMW cannot provide the service unless you have submitted the data and it is able to process it.

The processed personal data is automatically deleted after 4 weeks following the end of the contract, unless it is needed for longer for the provision of the special service.

BMW Group Login

To make full use of the BMW i Pure Impulse Experience Programme services, you have to register on the BMW i Pure Impulse Experience Programme portal. After registering, you receive an online customer account that also gives you access to other portals of the BMW Group.

C. Ensuring product quality and developing new products (Article 6 (1)(f) GDPR)

Beyond the mere provision of services, the data collected under point B is also processed to ensure the quality of the BMW Group’s products and services and to develop new BMW products and services. This kind of processing serves the legitimate interest of BMW to meet high customer demand for existing products and services and for the company to be in a position to satisfy the future wishes of our customers with new products and services still to be developed. For the protection of our customers’ privacy, the data is processed exclusively in a form that cannot be directly traced back to the customer or the vehicle.

D. Fulfillment of the sales, service, and administration processes of BMW AG, national distribution company and authorized dealer (Art. 6(1)(f) GDPR)

In order to continuously optimize the customer experience and cooperation with the BMW dealers, we compile analyses and reports based on contract information, which we share with the responsible BMW dealer. These analyses are primarily used to introduce appropriate measures (e.g. training for sales staff) to improve the application and sales process. We prepare the reports described above exclusively in aggregated and anonymized form, i.e. the recipients of the reports will not be able to identify you as an individual from the data contained in the reports.

Parts of the vehicle-specific data collected under point B are also processed to fulfill the service processes (e.g. repair, warranty, goodwill) of BMW AG, national distribution companies, and authorized dealers. This kind of processing is in the legitimate interest of BMW to offer our customers the best possible service process. Processing also occasionally takes place in connection with legal requirements (e.g. repair and maintenance information due to competition law requirements). To protect the privacy of our customers, the processing of technical data is always vehicle-related and without direct connection to the customer.

The following data categories are used to this end:

  • Vehicle master data (vehicle type, color, equipment, etc.)

The technical vehicle data is deleted at the end of the vehicle’s service life.

BMW AG is a company of the BMW Group. We process your data partly to ensure that the various companies within the BMW Group are managed as efficiently and successfully as possible. This applies, for example, to joint group accounting in accordance with international accounting principles for companies (e.g. the International Financial Reporting Standards – IFRS).

E. Customer service (Article 6 (1)(b), (f) GDPR)

BMW, BMW branches, and BMW partners use your personal data to contact you in connection with the processing of contracts (e.g. booking of BMW ConnectedDrive services) or to process a request formulated by you (e.g. inquiries and complaints sent to BMW customer services). For all aspects of processing contracts or requests, we will contact you without obtaining separate consent, e.g. in writing, by telephone, messenger services, or email, depending on the contact media you specified.

F. Advertising communication and market research based on consent (Article 6 (1)(a) GDPR)

If you have separately given your consent to the further use of your personal data, your personal data may be used in accordance with the scope described in the consent, e.g. for advertising purposes and/or market research, and may be passed on to third parties. Details on this can be found in the respective declaration of consent, which can be revoked at any time.

G. Fulfillment of legal obligations imposed on BMW (Article 6 (1)(c) GDPR)

In addition, BMW also processes personal data if there is a legal obligation to do so. This may be the case if we need to contact you because your vehicle is affected by a recall or a technical action.

The data collected is also processed to ensure the operation of IT systems. Smooth operation is ensured with the following actions, among others:

  • Backup and recovery of data processed in IT systems
  • Logging and monitoring of transactions to check the correct functioning of IT systems
  • Detection and prevention of unauthorized access to personal data
  • Incident and problem management for troubleshooting IT systems

The data collected is also processed as part of internal compliance management by which we check, for example, whether you received sufficient advice when concluding a contract and that the dealer complied with all legal obligations.

BMW is subject to a variety of other legal obligations. In order to fulfill these obligations, we process your data to the required extent and, if necessary, pass it on to the responsible authorities in accordance with legal reporting requirements.

H. Data transmission to selected third parties

BMW may provide the data collected under point A and B to third parties in anonymous form for the purpose of use for e.g. mobility services, maps, and tools, in particular in connection with highly automated, fully automated, and autonomous driving.

How long do we store your data for?

We store your personal data only for as long as the relevant purpose requires it. If data is processed for multiple purposes, the data will be automatically deleted or stored in a form that cannot directly be traced back to you, as soon as the last specified purpose has been fulfilled.

How is your data stored?

We store your data based on the state of the art.  For example, the following safeguards are used to protect your personal information from misuse or any other unauthorized processing:

  • Access to personal data is restricted to a limited number of authorized persons for the stated purposes only.
  • The data collected will only be transmitted in encrypted form.
  • Sensitive data is stored only in encrypted form.
  • The IT systems for processing the data are technically isolated from other systems to prevent unauthorized access, e.g. through hacking.
  • In addition, access to these IT systems is continuously monitored to detect and ward off misuse at an early stage.

Who do we share information with and how do we protect it?

BMW is a company with an international presence. Personal data is preferably processed within the EU by BMW employees, national sales companies, authorized dealers, and service providers commissioned by us.

If data is processed in countries outside the EU, BMW will ensure that your personal data is processed in accordance with European data protection standards thanks to EU-standard agreements, including the appropriate technical and organizational measures. If you would like to see the specific safeguards for the transfer of data to other countries, please contact us using the communication channels listed below.

For certain countries outside the EU, such as Canada and Switzerland, the EU has already determined a comparable level of data protection. Given the comparable level of data protection, data transmission to these countries does not require any special approval or agreement.

How can you view and change your data protection settings?

You can view and change the settings relevant to data protection in the BMW i Pure Impulse Experience Programme portal in your My Profile page at any time.

Contact details, subject rights, and your right to complain to a supervisory authority.

If you have any questions about the way we use your personal data, please contact BMW customer service by email at

You can also contact the responsible data protection officer:

Data protection officer
Petuelring 130
80788 Munich, Germany

As an individual whose data is subject to processing, you may assert certain rights against us in accordance with the GDPR and other relevant data protection regulations. The following section contains explanations of your rights under the GDPR.

Rights of affected persons

In accordance with the GDPR, you, as an affected person, are entitled to the following rights in particular:

Right of access by the data subject (Art. 15 GDPR): You may request information about the data we hold about you at any time. This information includes, but is not limited to, the categories of data we have processed, the purposes for which we have processed this data, the origin of the data if we did not collect it from you directly, and, if applicable, the recipients to whom we have transferred your data. You can request a copy of your data free of charge. If you are interested in obtaining additional copies, we reserve the right to charge you accordingly.

Right to rectification (Art. 16 GDPR) You can ask us to rectify your data. We will take reasonable measures to keep the information we hold and process about you accurate, complete, and up to date, based on the most current information available to us.

Right to erasure (Art. 17 GDPR) You can request the deletion of your data, provided there are legal requirements in place to support this. This may be the case under Art. 17 GDPR if:

  • The data is no longer required for the purposes for which it was collected or otherwise processed;
  • Your consent, which is the basis of data processing, is revoked and there is no other legal basis for the processing;
  • You object to the processing of your data and there are no overriding legitimate grounds for processing, or you object to the processing of data for direct marketing purposes;
  • The data was processed unlawfully,

unless processing is necessary

  • to ensure compliance with a legal obligation that requires us to process your data;
  • particularly with regard to legal retention periods;
  • to enforce, exercise, or defend legal claims.

Right to restriction of processing (Art. 18 GDPR): You may require us to restrict the processing of your data if

  • You dispute the accuracy of the data for the period of time that we need to verify the accuracy of the data;
  • The processing is unlawful but you refuse the deletion of your data and instead demand a restriction of use;
  • We no longer need your information but you need it to enforce, exercise, or defend legal claims;
  • You have lodged an objection against processing as long as it is not clear whether our justified reasons outweigh yours.

Right to data portability (Art. 20 GDPR): At your request, we can transfer your data to another person in charge as far as technically possible. However, you are entitled to this right only if the data processing is based on your consent or is necessary to execute a contract. Rather than receive a copy of your data, you may also ask us to transfer the data directly to another person in charge specified by you.

Right to object (Art. 21 GDPR): You may object to the processing of your data at any time for reasons that arise from your particular situation, if the data processing is based on your consent or on our legitimate interests or those of a third party. In this case, we will no longer process your data. The latter does not apply if we can provide compelling legitimate reasons for the processing that outweigh your interests or we need your data to enforce, exercise, or defend legal claims.

Time limits for the fulfillment of subject rights

We make every effort to comply with all requests within 30 days. However, this period may be extended for reasons relating to the specific subject right or complexity of your request.

Restriction of information in the fulfillment of subject rights

In certain situations, we may be unable to provide you with information about all your data owing to legal requirements. If we have to refuse your request for information in such cases, we will inform you at the time of the reasons for the refusal.

Complaints to supervisory authorities

BMW takes your rights and concerns very seriously. However, if you believe that we have not adequately addressed your complaints or concerns, you are entitled to file a complaint with a competent data protection authority.