List of data categories.

Contact information:

  • Name
  • Title
  • Address
  • Birthdate
  • Sex
  • Initials
  • Fax

Additional personal information/preferences:

  • Family status
  • Family members
  • Driving license (type)
  • Profession
  • Requests e.g. for information, test drive
  • Preferred dealer
  • Hobbies
  • Preferred method of payment
  • Preferred contact channel
  • VIN
  • Company name

Identification data:

  • Customer number / customer ID

Contract number

Customer history:

  • Customer satisfaction rates (and additional information from selfcare platform)
  • Received offers
  • Car purchase data incl. model, configuration, date of purchase, date of registration, licence plate number, date of order, date of delivery, car
    holder, list price
  • Warranty information
  • Residual value
  • Purchase details of parts, accessories and lifestyle products
  • Data collected during dealer visits (e.g. requests, consultation information, responsible sales consultant, service history)
  • Campaign history / campaign responses
  • Optional customer data on owned vehicles from other manufacturers through e.g. BMW used car platform
  • Participation in events (location, company)
  • Complaint history
  • Service history

Vehicle usage data:

If the customer has a connected drive account, it is possible to use the following data:


  • Tank fill level
  • Remaining (cruising) range
  • RTTI-data (input navigation data)
  • Outside temperature
  • Location position (including pick-up (in case of a rental car) or park position in case of a parked vehicle and only with activated connected drive
  • Mileage
  • Average speed
  • Use of digital services

App/website/social media data:

If the customer has registered or logged in, it is possible to use the following data:


  • Average app usage data (click behavior inside the apps)
  • Location information
  • Use of online entertainment
  • Use of the visited website of the BMW Group
  • Cookie data (depending on the approval of cookie policies)
  • Use of the BMW social media websites (e.g. visits to and posts in forums)