MINI Launches AI Driven Proactive Care In US and Global Markets

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MINI is extending BMW Group’s “RELAX. WE CARE.” AI powered service to MINI with the rollout of Proactive Care. The idea is simple but powerful: let the car act like a digital concierge, spotting service needs before they become problems and reaching out to the driver with solutions.

Here’s what it means to MINI owners; Proactive Care at MINI is about flipping the script and letting the car and MINI proactively identify needs, provide support, and keep drivers focused on their day to day. And the best part is that MINI has already soft-launched this in several key marketing and will be bringing this to others in the months ahead.

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 analysing 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.

Ralf Hattler, Senior Vice President Customer Support and Aftersales

How It Works

If the car detects an issue—whether it’s a tyre diagnostic, error message, or scheduled maintenance—the owner is automatically notified. From there, MINI offers tailored solutions through the MINI app, in-car alerts, email, SMS, or even a phone call from the service partner or roadside assistance.

If a workshop visit is required, the driver’s preferred MINI service partner receives a detailed report, allowing them to run a remote diagnosis in advance. Transparency is central: completed work, costs, and appointments are all trackable from the app.

In short, MINI drivers no longer need to chase down service—service comes to them.

Customer Satisfaction First

MINI positions Proactive Care as a shift in philosophy: the service partner no longer waits for the customer to ask, but instead takes the initiative. The goal is simple—boost satisfaction by reducing stress and interruptions, letting owners focus on what MINI is all about: the joy of driving.

To get started, drivers need the MINI app, an active MINI Connected contract, and a registered service partner. Full consent to data sharing is also required, but MINI stresses that data protection is a top priority. Information is collected strictly in line with GDPR and other national regulations.

Rollout Plans

The service launched in Italy and the UK earlier this year, followed by Germany, Korea, Spain, and the Benelux region. France, China, and the US are next in line for the second half of 2025.

Marketing with a Twist

Fittingly, MINI is promoting Proactive Care with a campaign set in the Scottish Highlands, created entirely with artificial intelligence. No cars, crews, or cameras were used in production. The campaign makes its public debut at the IAA and will roll out globally in October.

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