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 BMW of North America, LLC, its subsidiaries, affiliates,  
service providers, authorized third parties and its agents (collectively referred to herein as 'BMW NA') may  
collect through your use of any BMW NA website, or that you provide to BMW NA through other means, such as  
BMW mobile apps (the 'Sites'); how BMW NA may collect, use, or share information related to your use of the  
Sites; steps BMW NA 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 BMW 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 BMW which is why we at BMW Group  
Company 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 BMW 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 BMW  
NA 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 BMW 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 BMW 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.  
preferences visit   BMW will not do anything to jeopardize your  
trust, including renting or selling your personal information, except as specifically described in our policies.  
C.   What information does BMW share?  
We share personal information with BMW NA 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 BMW 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  
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  
information. In addition, the personal information in your online profile can be updated by you at any time  
on the  
 My BMW website. All personal information stored in your online My BMW  
profile requires a unique password and Login ID to access it (your BMW Login). With this password you can  
edit, delete or add to information you have shared while visiting our Sites. Additionally, the information you  
include in a credit application is secure while in transit to us.  
F.   Opting Out of SMS Messages  
BMW 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 BMW. Event-based interactions include BMW-sponsored  
events, test drive experiences and vehicle service requests. Each event-based interaction with BMW  
provides an opportunity to give SMS consent and requires a separate opt-out for each event. At any time,  
BMW message you received or by following other instructions provided in the last BMW message received  
for that event. Opting into SMS messages from a BMW 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: 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 them.  
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 BMW NA, you can also  
website, or by calling BMW Customer Relations at 800-831-1117. To prevent notification in BMW apps, you can  
do so by updating your settings on your mobile device. If you are receiving emails or mailings from any  
authorized BMW dealer, you must remove yourself from their list by contacting them directly. BMW NA is not  
responsible for and cannot remove your information from a BMW 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. BMW NA 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 BMW  
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 BMW 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 BMW 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  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 BMW 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  
BMW 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:  
i.   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 BMW and save it on our server. We use a cookie to identify which saved vehicle you  
ii.   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.  
iii.   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 Sites.  
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:  
i.   '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.  
ii.   '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.  
iii. '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 BMW 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?  
BMW of North America 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 BMW NA 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, BMW NA 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: BMW of  
North America, Privacy Office, PO Box 1227, Westwood NJ 07675-1227. You may also call BMW Customer  
Relations at 800-831-1117. Prompt 'Customer Relations.' Customer telephone calls may be recorded to protect  
you and our staff. In all written communications, please indicate that you are writing concerning  
or My BMW. We will do our best to respond to all reasonable inquiries in a timely manner.    
the California Consumer Privacy Notice click here.