Click for more.
MINI* said today that it is expanding its so-called Proactive Care service to more markets, including the U.S. eventually. The service lets the vehicle act as a digital concierge, recognizing existing and predictable service needs and proactively reaching out to the customer with proposed solutions.
“With the introduction of Proactive Care at MINI, we are now implementing our service promise ‘RELAX. WE CARE.’ in the premium segment of small and compact cars. Our offering acts as a digital concierge, proactively analyzing all service needs and providing timely support to our customers. This ensures that our customers are always well-informed and that potential needs are identified early,” says Ralf Hattler, Senior Vice President Customer Support and Aftersales.**
Following the launch in Italy and the United Kingdom at the beginning of 2025, Germany, Korea, Spain, and the Benelux countries followed in the second quarter. The introduction will also take place in France, China, and the USA in the second half of the year.
Campaign Showcases MINI in Scotland – Thanks to Artificial Intelligence
The current advertising campaign for MINI’s new service promise is set in the Scottish Highlands, in true British style and will be presented at the IAA [aka Frankfurt Auto Show – AutoCrat] For the production, neither a MINI nor a photo and film crew was needed: the images are generated by artificial intelligence. The campaign will be rolled out globally starting in October.
“Whereas previously customers approached their MINI service partner, this principle is reversed with MINI Service with Proactive Care – creating a completely new service experience that places customer satisfaction even more firmly at the center. For MINI drivers, this means one thing above all: they can fully concentrate on the joy of driving. To do this, it is necessary to download the MINI app and activate the MINI Connected contract.
“In the next step, the vehicle must be registered, and the preferred MINI service partner and contact details entered. To fully experience MINI Service with Proactive Care, consent to the data protection regulations, activation of push notifications in the MINI app, and agreement to communication from BMW AG or the service partner are required,” MINI said.
Proactive Care Examples
- Tire diagnostics.
- Error messages: if sensors in the car detect a service need, the customer is proactively informed about potential faults and upcoming maintenance before it becomes urgent.
- The customer receives tailored solution proposals: depending on their preference, via the MINI app, through in-car messages, by email, SMS, or phone, through their preferred dealer, or even by a call from roadside assistance.
- If a workshop visit is necessary, a contact option to the preferred MINI service partner is provided, who can conduct a remote diagnosis based on the service need report.
- Completed work, costs, and handover appointments are transparently viewable and manageable at any time and from anywhere.
*AutoInformed on
** Inevitable Mini Footnote
“The BMW Group places the utmost importance on data protection and data security, particularly regarding personal data. Therefore, information is collected specifically and precisely for the relevant services. This is done in accordance with the EU General Data Protection Regulation and in compliance with national laws such as the Federal Data Protection Act.”
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
MINI Expanding Proactive Care to More Markets
Click for more.
MINI* said today that it is expanding its so-called Proactive Care service to more markets, including the U.S. eventually. The service lets the vehicle act as a digital concierge, recognizing existing and predictable service needs and proactively reaching out to the customer with proposed solutions.
“With the introduction of Proactive Care at MINI, we are now implementing our service promise ‘RELAX. WE CARE.’ in the premium segment of small and compact cars. Our offering acts as a digital concierge, proactively analyzing all service needs and providing timely support to our customers. This ensures that our customers are always well-informed and that potential needs are identified early,” says Ralf Hattler, Senior Vice President Customer Support and Aftersales.**
Following the launch in Italy and the United Kingdom at the beginning of 2025, Germany, Korea, Spain, and the Benelux countries followed in the second quarter. The introduction will also take place in France, China, and the USA in the second half of the year.
Campaign Showcases MINI in Scotland – Thanks to Artificial Intelligence
The current advertising campaign for MINI’s new service promise is set in the Scottish Highlands, in true British style and will be presented at the IAA [aka Frankfurt Auto Show – AutoCrat] For the production, neither a MINI nor a photo and film crew was needed: the images are generated by artificial intelligence. The campaign will be rolled out globally starting in October.
“Whereas previously customers approached their MINI service partner, this principle is reversed with MINI Service with Proactive Care – creating a completely new service experience that places customer satisfaction even more firmly at the center. For MINI drivers, this means one thing above all: they can fully concentrate on the joy of driving. To do this, it is necessary to download the MINI app and activate the MINI Connected contract.
“In the next step, the vehicle must be registered, and the preferred MINI service partner and contact details entered. To fully experience MINI Service with Proactive Care, consent to the data protection regulations, activation of push notifications in the MINI app, and agreement to communication from BMW AG or the service partner are required,” MINI said.
Proactive Care Examples
*AutoInformed on
** Inevitable Mini Footnote
“The BMW Group places the utmost importance on data protection and data security, particularly regarding personal data. Therefore, information is collected specifically and precisely for the relevant services. This is done in accordance with the EU General Data Protection Regulation and in compliance with national laws such as the Federal Data Protection Act.”
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.