Legal notices on data protection  
Date Revised: 15-01-2023; Version: Release 07/23  
1. General Privacy Statement  
This Privacy Policy outlines the types of information MINI USA, a division of BMW North America, LLC  
(“MINI USA”), its subsidiaries, affiliates, service providers, authorized third parties and its agents  
(collectively referred to herein as 'MINI USA') may collect through your use of any MINI USA website, or  
that you provide to MINI USA through other means, such as MINI mobile apps (the 'Sites'); how MINI USA  
may collect, use, or share information related to your use of the Sites; steps MINI USA takes to protect this  
information; and choices you are provided with respect to the use of this information.  
By visiting the Sites you understand and agree to the terms as outlined in this Privacy Policy. As business  
conditions change, we will update this policy to reflect changes in our business practices. We reserve the  
right to change our Privacy Policy at any time, but we will post revisions to our policy on our Sites and/or  
provide other notification before we do so as appropriate.  
2. Online Privacy and Security  
We appreciate the trust you place in MINI USA and would not want to jeopardize your trust in any way.  
Your privacy on the Internet is as important to us as your safety when driving a MINI which is why we at  
MINI USA believe in an active approach to safeguarding your privacy online.  
3. Confidentiality  
In certain areas of the Sites you may choose to share personal information with us, such as your name,  
address, location information, or even your driving interests. We may use this information for marketing  
research and other marketing and service related purposes like sending brochures you request and keeping  
in touch by email. We may share generic aggregated demographic information not linked to any personal  
information regarding visitors and users with our business partners, service providers, trusted affiliates and  
advertisers. With the limited exceptions below, we will not disclose any personal information you choose to  
share with us with anyone outside MINI USA or outside our related companies or business partners all of  
whom are contractually obligated to keep personal information confidential:  
We may share your personal information with a third party in the event that a division or product line of  
MINI USA is bought, sold or otherwise transferred, or is in the process of a potential transaction as among  
the transferred business assets, and so that the buyer of that product line or division can continue to  
provide you with information and services.  
We reserve the right to disclose your personal information to respond to authorized information requests  
from government authorities, subpoenas or other litigation process or to protect the interests or safety of  
the Sites' visitors, customers, employees, or others, to address national security situations, or when  
otherwise required by law. This includes exchanging information with other companies and organizations  
for fraud protection and credit risk reduction.  
Only with your explicit permission, we may share your personal information with our business partners that  
administer specific programs or provide specific offerings to you.  
A. What information does MINI USA collect?  
As part of providing you with our products and services, we obtain 'personal information' about you,  
such as your name, address, email and phone number, when you submit such information to us. We also  
may obtain such information from third parties. 'Personal information' means information that identifies  
you or could reasonably be used to identify you. We also may collect other information about your visits  
to our Sites and other car buying activities you undertake during or after your visit to the Sites without  
you actively submitting such information. This information may include, for example: your browser type  
and language, your operating system, your Internet Protocol (IP) address, the URLs of websites you  
visited before and after visiting our Sites, the web search that landed you on our Sites, the web pages  
and advertisements you view, and the links you click on within our Sites. For more information, see  
Cookies and Other Tracking Technologies below.  
B. How does MINI USA use my personal information?  
Our primary goal in collecting personal information from you is to facilitate efficient transactions and  
provide you with information regarding relevant products and services. We may also use your personal  
information to improve the Sites, notify you about updates to the Sites, and for internal business  
analysis or other business purposes consistent with our mission and to carry out other purposes that are  
disclosed to you and to which you consent. We also participate in the Adobe Marketing Cloud Device  
Co-op to help us understand how you use our Sites. To learn more about how Adobe’s program works  
anything to jeopardize your trust, including renting or selling your personal information, except as  
specifically described in our policies.  
C. What information does MINI USA share?  
We share personal information with MINI USA affiliated companies as well as non-affiliated companies  
that provide services on our behalf. All of these companies are contractually obligated to keep the  
personal information that we provide to them confidential and to use such information only to provide  
the services we ask them to perform. We also share personal information with non-affiliated companies  
that market our products and services such as our authorized MINI dealers who are distinct entities and  
have their own privacy policies.  
D. Is my personal information secure?  
We maintain physical, electronic and procedural safeguards designed to protect personal information.  
We also employ encryption technologies and user authentication procedures that are designed to keep  
your data secure. We limit access to personal information to authorized personnel, contractors and  
business partners who need access to perform their job and are contractually required to keep your  
information secure.  
E. Correcting/Updating Personal Information  
When a user's personal information changes (such as ZIP code) or if a user no longer is interested in our  
service and we are notified of such changes, we will endeavor to correct or update that user's personal  
F. Opting Out of SMS Messages  
MINI USA and its affiliates will never send an SMS message to you without your written or digital  
consent for each event-based interaction you have with MINI USA. Event-based interactions include  
MINI USA-sponsored events, test drive experiences and vehicle service requests. Each event-based  
interaction with MINI USA provides an opportunity to give SMS consent and requires a separate opt-out  
for each event. At any time, you may discontinue receiving SMS messages by sending the SMS message  
“STOP” in response to the MINI USA message you received or by following other instructions provided  
in the last MINI USA message received for that event. Opting into SMS messages from a MINI dealer or  
indicating an SMS preference for dealer contact is not covered by this policy.  
G. Privacy of Children  
We do not knowingly collect or use any personal information from children (we define 'children' as  
minors younger than 13) on our Sites without prior, verifiable parental consent. We do not knowingly  
allow children to order our products, communicate with us, or use any of our online services.  
If you become aware that a child has provided us with personal information, please contact us at or write: MINI USA, a division of BMW of North America, Privacy Office, PO  
Box 1227, Westwood NJ 07675-1227. We will take all reasonable measures to delete the information as  
soon as possible and to not use such information for any purpose, except where necessary to protect the  
safety of the child or others as required by law.  
4. Links to Other Sites  
Though our Sites contain links to other sites, we are not responsible for the content, links or privacy on any  
of those sites. We recommend that you review the Privacy Policy applicable to those sites before accessing  
5. How to Send Feedback  
We provide means (email or other) throughout the Sites to allow you to contact us directly with any  
questions or comments you may have. We read and try to reply promptly to everyone. Information in the  
message is used to respond directly to your comments or questions. We may also file your comments to  
improve the Sites and programs, or review and discard the information. Your personal information is not  
shared with third parties except as noted in Section 3 of this policy without your express permission.  
6. Communication Preferences  
We will always provide an 'unsubscribe' link in any email we send you. If you do not wish to receive  
correspondence from MINI USA, you can call MINI Customer Relations at 866-275-6464. To prevent  
notification in MINI USA apps, you can do so by updating your settings on your mobile device. If you are  
receiving emails or mailings from any authorized MINI dealer, you must remove yourself from their list by  
contacting them directly. MINI USA is not responsible for and cannot remove your information from a MINI  
dealer's communication list.  
7. Phishing Scams  
There is a type of solicitation commonly known as a 'phishing' scam, with the primary objective being to  
obtain one's personal information. This information can then be used to steal a person's identity. Examples  
of these types of scams are: requests for you to send passwords, login names, Social Security numbers, or  
other personal information through email, U.S. mail, fax, mobile ads or text message. MINI USA does not  
participate in this type of solicitation. A recipient of a suspicious message should delete the message and, if  
possible, update his/her filter settings to block such messages. The Federal Trade Commission and  
the Antiphishing Workgroup are also good sources of information about these types of security threats and  
how they may be reported to the authorities.  
8. Fraud Warning  
Get more details about recent fraudulent emails that you may have received. Learn More.  
9. Sites Traffic Monitoring  
We collect information about visits to our Sites by tracking Internet Protocol (IP) addresses or other  
identifiers. We use this information to determine how to make future visits more convenient and  
productive for all MINI enthusiasts. We may also collect device type, browser type, access time, and the  
URL where a user is entering or exiting the Sites.  
A. What should I do when I have finished accessing confidential data?  
When you have finished using a secure area of the MINI USA Sites, make sure you always click on  
the 'Log Out' link in the upper right corner of the web page to end your secure session or close the  
mobile app and lock your device. No further secure transactions can be conducted without re-  
entering your MINI Login (or PIN on your mobile device).  
B. Why can I still see some of my account information even after I have left a secure area?  
Browser software and mobile apps often 'cache' pages as you look at them, meaning that some pages  
are saved in your computer's or mobile device’s temporary memory for faster recall. Therefore, you  
may find that clicking on your back button shows you a saved version of a previously viewed page.  
Please keep in mind that caching in no way affects the security of your confidential MINI Login. If  
you use a shared computer or mobile device, please read below.  
C. What should I do if I am using a shared computer or mobile device?  
If you use a computer or mobile device that others also work on and you are uncomfortable that  
they may view 'cached' pages after you have ended your use, quit/exit your browser software before  
leaving or Logout of the mobile app from the Profile tab. This will decrease the possibility of anyone  
viewing confidential information. No other users will be able to access your account information  
online without your MINI Login.  
10. Cookies and Other Tracking Technologies  
Cookies and similar technologies save you the trouble of reentering certain information in some areas, help  
to deliver content-specific information to you, and track which sections of the Sites are most popular. A  
'cookie' is actually a file that our webserver or the webserver of one of our third-party partners may send to  
your computer or mobile device when you access one of our Sites. This file is then stored on your computer  
or mobile device.  
A. Why do we use cookies and other tracking technologies?  
We use cookies and related technologies for the following purposes:  
After you have entered personal information into a form or data field on our Sites, cookies enable  
the Sites to 'remember' that information, should you so choose. For example, in the registration area,  
cookies allow us to fill in your Login ID (email address) for you. Similarly, cookies allow us to save  
the information you have entered into the Build Your Own feature. The Build Your Own feature  
allows users to build their ideal MINI and save it on our server. We use a cookie to identify which  
saved vehicle you customized.  
Cookies and other passive information collection technologies enable us to deliver content that is  
tailored to your interests and preferences based on your past activity on the Sites.  
Cookies and other passive information collection technologies enable us to compile aggregate  
statistics concerning use of the Sites, analyze trends, and otherwise administer and improve the  
B. What types of cookies and other tracking technologies do we use?  
Our Sites may use the following types of cookies and tracking technologies, among others:  
'Session' cookies: Session cookies are temporary bits of information that are erased once you exit  
your web browser window or log out of a mobile app. Session cookies are used, for example, to  
improve navigation on our Sites, block visitors from providing information where inappropriate  
(e.g., the website may remember previous entries of age that are outside the permitted parameters  
and block subsequent changes) and to collect aggregated statistical information.  
'Persistent' cookies: Persistent cookies are more permanent bits of information that are placed on  
the hard drive of your computer or mobile device and stay there unless you delete the cookie.  
Persistent cookies store information on your computer or mobile device for a number of purposes,  
such as retrieving certain information you have previously provided (e.g., Login ID), helping to  
determine what areas of the website visitors find most valuable, and customizing the website based  
on your preferences on an ongoing basis.  
Web beacons' (also known as internet tags, single-pixel GIFs, clear GIFs, and invisible GIFs): A web  
beacon is a tiny graphic on a web page or in an email message that is used to track pages viewed or  
messages opened. Web beacons tell the Sites server information such as the IP address and browser  
type related to the visitor's computer. Web beacons may be placed on online advertisements that  
bring people to our Sites and on different pages of our Sites. Web beacons provide us with  
information on how many times a page is opened and which information is consulted.  
C. Why might we allow third-party partners to place cookies on your computer or mobile device?  
Like most advertisers, we may place advertisements where we think they will be most relevant to  
customers. One way we might do so is by allowing network advertising companies with whom we work  
to place their own cookies or similar markers when an individual visits our Sites. This enables the  
network advertising company to recognize individuals who have previously visited our Sites. When the  
individual visits a third-party website on which that network advertising company has purchased ad  
space, the advertising company can then recognize the individual's interest in MINI products and  
services and deliver one of our advertisements.  
D. What choices do I have regarding the delivery of targeted advertisements on third-party sites?  
MINI USA adheres to the Digital Advertising Alliance's Self-Regulatory Principles for Online Behavioral  
Advertising ( The Digital Advertising Alliance maintains a website where  
consumers can opt out from receiving interest-based advertising from some or all of the network  
advertising companies participating in the program (  
In addition, most internet browsers allow you to change your browser settings to notify you when you  
receive a cookie, which lets you choose whether or not to accept it, or to automatically refuse all cookies.  
Please be aware that some functionality of our Sites that relies on the use of cookies may not be available  
should you choose to refuse all cookies. In addition, because MINI USA does not control these  
management tools, we cannot guarantee their effectiveness.  
11. Do Not Track  
Do Not Track (DNT) is a privacy preference that users can set in some web browsers, allowing users to opt  
out of tracking by websites and online services. At the present time, the World Wide Web Consortium  
(W3C) has not yet established universal standards for recognizable DNT signals and therefore, MINI USA  
and the Sites do not recognize DNT.  
12. Questions and Comments  
Please feel free to send your privacy-related comments or questions to or write:  
MINI USA, a division of BMW of North America, Privacy Office, PO Box 1227, Westwood NJ 07675-1227.  
You may also call MINI Customer Relations at 866-275-6464. Prompt 'Customer Relations.' Customer  
telephone calls may be recorded to protect you and our staff. In all written communications, please indicate  
which MINI USA website or app you are writing about. We will do our best to respond to all reasonable  
inquiries in a timely manner.  
If you’re looking for the California Consumer Privacy Notice click here.