Like most of the websites you visit, also uses cookies to improve the user experience on both single and repeated visits to the website. As a result you can switch quickly and easily between the pages, save your preferences and watch videos on this site.

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For more information see BMW Cookie Policy below.


The high standards that you require from our products and services are our guideline for handling your data. Our aim is to create and maintain the basis for a trusting business relationship with our customers and prospective clients. The confidentiality and integrity of your personal data is very important to us.

Who is responsible for data processing?

The Bayerische Motoren Werke Aktiengesellschaft (Bavarian Motor Works plc), Petuelring 130, 80788 Munich, headquarters and register court: Munich HRB 42243 (hereinafter “BMW” or “We”) provides customers of BMW Welt and the BMW Museum with certain services, for example:

  • Ticket Purchase
  • Competition
  • Event Services

And we are responsible for data processing in this context.

When does BMW collect and process personal data?

BMW collects and processes your personal data in the following cases (amongst others):

  • If you contact us directly, for example, via our website or via BMW customer care and you are interested in our products or services or have any other concerns.
  • If you buy services directly from us (e.g. admission tickets).
  • If you request information about our products and services (e.g. newsletters or booklets).
  • If you respond to our direct marketing activities, such as filling out a response card during events or if you enter your details online using one of our websites.
  • If your personal details are transferred to us by BMW partners or third parties, if and insofar as the necessary data protection requirements are met, e.g. you have given your consent or you have not objected to the disclosure of your data to BMW for the purpose of customer service (e.g. to identify you in the case of contacting BMW customer service) and written discourse (e.g. sending newsletter/information) in the knowledge of a right of objection.
  • If other BMW Group companies and our business partners provide us with data about you

Please help us to keep your information up-to-date by informing us about changes in your personal data – your contact details, in particular.

Which data can be collected?

The following categories of personal information may be collected through the many services and contact channels described in this data protection notice:

  • Contact details ► Name, Address, Telephone Number, Email Address.
  • Interests ► Information provided by you about your areas of interest, such as vehicles you are interested in, your preferred BMW partner or branch, hobbies, and other personal preferences.
  • Contract data ► Contract number.
  • Online Account Data ► Account information for ordering and purchasing tickets
  • Use of websites and communication ► Information about how you use the website and whether you open or forward communications from us, including information collected through cookies and other tracking technologies. For more information please read the BMW Cookie Policy.
  • Transaction and interaction data ► Information on purchases of products and services, interactions with BMW Customer Care (your inquiries and complaints).

For what purpose we process your data?

Data collected in connection with the conclusion of the contract or the provision of services will be processed for the following purposes:

A. Fulfilment of the contractual obligation to provide Event Services (Art 6 Para. 1 lit. b) of GDPR)
For the purpose of fulfilling the contract for Event Services concluded between you and BMW, BMW provides various services such as Event tickets, BMW Lounge access

For the provision of these services, the following personal information is processed by BMW and commissioned service providers:

Contact details (surname, first name, address, email address etc.)
Business contact information (surname, first name, company, company address, business email address, etc.).

B. Customer care (Art. 6 Para. 1 lit. b, g, f) of GDPR)
BMW, BMW branches and BMW partners use your personal data to address the contract settlement (e.g. postponement of pick-up day or pick-up time) or handling of a request you have made (e.g. inquiries and complaints to BMW Customer Service). For all aspects of the contract or the settlement of a concern, we will speak to you without separate consent either in writing, by telephone, via messenger services, or by email, depending on the contact media you have specified.

C. Advertising communication and market research based on consent (Art. 6 Para. 1 lit. a) of GDPR)
If you have separately given your consent to further use of your personal data, your personal data may be used in accordance with the scope described in the consent, for example for advertising purposes and/or market research, and may be passed on to third parties. Details on this can be found in the respective declaration of consent, which is revocable at any time.

D. Fulfilment of legal obligations to which BMW is subject (Art. 13 Para. 1 lit. c, 6 Para. 1 lit. c) of GDPR)
BMW will also process personal data if there is a legal obligation to do so. This may be the case if we need to contact you because your vehicle is affected by a recall or a technical action.

Collected data is also processed in the course of securing IT systems operations. Securing is understood as the following activities:

  • Back-up and recovery of data processed in IT systems
  • Logging and monitoring of transactions to verify proper functioning of IT systems
  • Detection and prevention of unauthorised access to personal data
  • Incident and problem management for troubleshooting IT systems
  • Collected data is also processed in the context of internal compliance management, in which we check, for example, whether you have been sufficiently advised in the context of a contract and that the dealer has complied with all legal obligations.

BMW is subject to a variety of other legal obligations. To comply with these obligations, we process your data to the required extent and, if necessary, pass these on to the responsible authorities as part of legal reporting requirements.

E. Data sharing with selected third parties
Data is forwarded to the following companies, amongst others, if and insofar as the necessary data protection requirements are met:

  • To BMW Partners (e.g. to fulfill your request for a test drive or a service and make specific offers). Your requests will be prioritized to your chosen BMW partner - the one at which you have sourced products or services, the partner with whom you are in contact. If you do not have any known contact with a BMW partner, we will forward your request to a BMW partner in your region.
  • To BMW Partners for data to be updated e.g. your contact information. The data for this update will be forwarded to all BMW partners who have you on their address list.
  • To carefully selected and audited service providers and business partners with whom we work together to provide you with products and services. BMW plc only does this within the strict data protection requirements on behalf of, or on the basis of, your express consent.
  • On the sale of one or more business areas of BMW plc to a company to which we transfer our rights, in compliance with any agreements existing with you.
    To other third parties (e.g. public bodies) insofar as we are legally obliged to.

How is your personal data secured?

We secure your data according to the state of the technology. For example, the following safeguards are used to protect your personal information from misuse or other unauthorized processing:

  • Access to personal data is restricted to a limited number of beneficiaries for the stated purposes.
  • Collected data will only be transferred in encrypted form.
  • Sensitive data is stored only in encrypted form.
  • The IT systems for processing the data are technically isolated from other systems to prevent unauthorised access, e.g. to prevent hacking.
  • In addition, access to these IT systems is permanently monitored to detect and ward off misuse at an early stage.

How long do we keep your data?

In accordance with Art. 17 of the GDPR, we will only store your data for as long as necessary for the respective purposes for which we process your data. If we process data for multiple purposes, it will automatically be deleted or stored in a format that does not allow for direct conclusions about your person once the final specific purpose has been met. To ensure that all your data is deleted in accordance with the principle of data minimization and Art. 17 of the GDPR, BMW has developed an internal deletion concept. The basic principles according to which this deletion concept provides for the deletion of your personal data are shown below.

Use for the fulfilment of a contract

In order to comply with contractual obligations, data collected from you may be kept for as long as the contract is in force and, depending on the nature and scope of the contract, for 6 or 10 years beyond the statutory retention requirements and for any requests after the contract has ended.

In addition, there are contracts for the supply of products and services that require longer retention periods. See also below: "Use for consideration of claims".

Use for customer care and marketing purposes

For customer care and marketing purposes, the data collected from you may be kept 3 years after the last contact, unless you wish for this data to be deleted and there are no contractual or statutory retention requirements that conflict with this deletion request.

To whom do we share your data and how do we protect it?

BMW is a globally active company. Personal data is preferably processed by BMW employees, national sales companies, authorized dealers, and service providers commissioned by us within the EU.

If data is processed in countries outside the EU, BMW will ensure through EU Standard Contracts, including appropriate technical and organizational measures, that your personal data is processed in accordance with European data protection standards. If you would like to see the specific safeguards for the transfer of data to other countries, please contact us using the communication channels listed below.

For some countries outside the EU, such as Canada and Switzerland, the EU has already established a comparable level of data protection. Due to the comparable level of data protection, data transfer to these countries does not require any special approval or agreement.

Contact details, your data rights of persons affected, and your right to complain to a supervisory authority

If you have any questions about our use of your personal data, please contact or BMW customer care – either by email at or by phone on +49 89 1250-16000 (daily from 8am to 8pm).
You can also contact the responsible data protection officer:
As persons affected by the processing of your data, you may claim certain rights under the GDPR and other relevant data protection regulations. The following section contains an explanation of your rights according to the GDPR.

Rights of persons affected

According to the GDPR, you are entitled to the following rights in particular as an affected person:

Right of access (Art. 15 of GDPR):
You may request information about the data we hold on you at any time. This information includes, but is not limited to, the categories of data we process and for which purposes we process them, the source of the data if we have not collected it directly from you, and, if applicable, the recipients to whom we have submitted your information. You can obtain a free copy of your data from us. If you are interested in further copies, we reserve the right to charge you for these.

Right to correction (Art. 16 of GDPR):
You can ask us to correct your data. We will then take reasonable steps to keep your information up-to-date, and process it in a timely, complete, and accurate manner based on the most up-to-date information available to us.

Right to deletion (Art. 17 of GDPR):
You can demand that we delete your data, provided that the legal prerequisites exist. This may be the case under Art. 17 GDPR if:

  • The data is no longer required for the purposes for which it was collected or otherwise processed
  • You revoke your consent, which is the basis of data processing, and lack any other legal basis for processing
  • You object to the processing of your data and there are no legitimate reasons for processing, or you object to the processing of data for direct marketing purposes
  • The data was processed unlawfully insofar as processing is not necessary
  • To ensure compliance with a legal obligation that requires us to secure your data
  • Especially regarding statutory retention periods
  • To assert, exercise, or defend legal claims.

Right to restriction of processing (Art. 18 of GDPR): You may ask that we restrict the processing of your data if:

  • You deny the accuracy of the data for the period which we need to check to verify the accuracy of the data
  • The processing is unlawful, and you refuse the deletion of your data and instead demand the restriction of its use
  • We no longer need your information, but you need it to enforce, exercise or defend your rights
  • You have objected to the processing, so long as it is not certain that our legitimate reasons outweigh yours

Right to data portability (Art. 20 of GDPR): We will transfer your data upon your request - as far as this is technically possible - to another person in charge. However, you are only entitled to this right if the data processing is based on your consent or is required to carry out a contract. Instead of receiving a copy of your data, you may also ask us to submit the data directly to another person in charge who you specify.

Right to objection (Art. 21 of GDPR): You may object to the processing of your data at any time for reasons that arise from your particular situation if the data processing is based on your consent or on our legitimate interests or those of a third party. In this case, we will no longer process your data. The latter does not apply if we can prove compelling legitimate reasons for the processing that outweigh your interests, or we need your data to assert, exercise, or defend legal claims.

Time limits for the fulfilment of the rights of persons affected

We make every effort to comply with all requests within 30 days. However, this period may be extended for reasons relating to the specific right or complexity of your request.

Restriction of information in the fulfilment of the rights of persons affected

In certain situations, we may be unable to provide you with information about all of your data due to legal requirements. If we must decline your request for information in such a case, we will inform you at the same time about the reasons for the refusal.

Complaints to regulators

BMW takes your concerns and rights very seriously. However, if you believe that we have not adequately complied with your complaints or concerns, you have the right to lodge a complaint with a competent data protection authority.

BMW Cookie Policy

What is a cookie?

A cookie is a small text file that stores Internet settings. Almost every website uses cookie technology. The cookie is downloaded by your Internet browser the first time you visit a website. The next time you visit this website with the same terminal device, the cookie and the information in it are either sent back to the originating website (first-party cookie) or to another website to which it belongs (third-party cookie). By that, the website can detect that it has already been opened using this browser, and in some cases it will then vary the content it shows. Some cookies are extremely useful as they are able to improve the user experience when you return to a website that you have already visited several times before. Provided you are using the same device and the same browser as on previous visits, cookies remember features such as your preferences when you use a page and adapt what is offered so that it better suits your personal interests and requirements.
Cookies can be divided into four categories* according to their function and purpose: strictly necessary cookies, performance cookies, functional cookies and cookies for marketing purposes.

Cookies exempt from consent on this website

Strictly necessary cookies guarantee functions without which you would not be able to use this website as intended. These cookies are used exclusively by BMW and are therefore called first-party cookies. They are stored on your computer merely during the current browser session. Strictly necessary cookies ensure, for instance, that, when you call up the functionalities of a website, you are shown a version that has a broad-band-related data quantity corresponding to that of the Internet connection you are using. In addition, such cookies guarantee that, when you change pages, the function of changing from http to https takes place, thus observing the elevated security requirements applying to the data transmission. Last but not least, cookies of this type also store your decision regarding the use of cookies on our website. Your consent is not required for the use of strictly necessary cookies.
Strictly necessary cookies cannot be disabled via the function of this page. In general, you can disable cookies at any time in your browser.

Cookies subject to consent on this website

Cookies that by legal definition are not strictly necessary to use the website fulfill important tasks. Without these cookies, functions intended for your surfing convenience on our website, such as automatically filling in form details, would no longer be available. Your personal settings, such as preferred language, cannot be retained without such cookies and would therefore have to be re-entered on every page. Furthermore, without these cookies, we would no longer be able to address your individual requirements with tailored offers.

BMW also integrates contents from third parties into this website. Examples of this are the incorporation of Facebook services or YouTube videos. These third-party providers can in theory set cookies while you are visiting the BMW website and thus receive information such as the fact that you have loaded a BMW website. Please visit the websites of third-party providers to obtain further information on how they use cookies. If you have fundamentally decided not to accept or cancel the use of cookies subject to consent, you will only be provided with those functionalities on our website which we can guarantee will work without these cookies. Sections of our website that potentially have the technical means to incorporate third-party contents and thus set third-party cookies will in this case not be available to you. A corresponding notice will inform you of this. If you still wish to use the content of the website in such a case, this will only be possible if you agree to the use of cookies subject to consent. To do so, please use the function provided in the relevant position on our website to give your consent.

*) Categories

Cookies can be divided into four categories according to their function and purpose: strictly necessary cookies, performance cookies, functional cookies and cookies for marketing purposes.

Strictly necessary cookies

Strictly necessary cookies are essential in order to enable you to move around the website and use its features. Without these cookies, services you have asked for cannot be provided – for example, remembering previous actions (e.g. entered text) when navigating back to a page in the same session.

Performance cookies

Performance cookies gather information about how a website is used – for example, which pages a visitor opens most often, and whether the user receives error messages from some pages. These cookies do not save information that would allow the user to be identified. The collected information is aggregated, and therefore made anonymous. These cookies are used exclusively to improve the performance of the website, and with it the user experience.

Functionality cookies

Functionality cookies enable a website to save information which has already been entered (such as user names, languages choices, and your location), so that it can offer you improved and more personalised functions. For example, a website can offer you local, price-relevant tax information if it uses a cookie to remember the region in which you are currently located. Functional cookies are also used to enable features you request such as playing videos. These cookies collect anonymous information and cannot track your movements on other websites.

Cookies for marketing purposes

Cookies for marketing purposes are used to display advertisements to users that are more targeted and adapted to their interests. They are also used to limit the frequency with which an advertisement appears and measure the effectiveness of advertising campaigns. They register whether a person has visited a website or not. This information may be shared with third parties, e.g. advertisers. Cookies for improving target group appeal and advertising are often linked with page functionalities of third-party providers.

Use of cookies on

Like most of the websites you visit, also uses cookies to improve the user experience on both single and repeated visits to the website. As a result you can switch quickly and easily between the pages, save your preferences,.
Cookies are set either by our website (first-party cookies) or by other websites with contents that appear on our website (third-party cookies). These third-party providers may set cookies when you are logged on to their pages and visit our website. BMW AG has no influence on the cookie settings of these websites. Please visit the websites of third-party providers to obtain further information on how they use cookies.

Managing and deleting cookies

We provide the above button as a convenient means for you to reject or accept cookies subject to consent. You can also block and delete cookies by changing your browser settings. In order to manage cookies, most browsers allow you to accept or reject cookies or only accept certain types of cookies. You will find the procedure for managing and deleting cookies in the help function integrated in your browser.
If you restrict the deployment of cookies in any way, you will not be able to use all the interactive functions on our website

Performance cookies: User tracking

BMW Art Journey site uses Webtrends tracking in order to gather information on how users interact with the website and its contents. BMW AG uses this information to ensure that the website creates value added for its visitors, e.g. by means of contents tailored to your personal requirements.
If you delete all of your cookies, it will be necessary to repeat the opt-out process, as is also the case when you visit this website from different computers. If your security settings are too high and the cookie is blocked, we will not be able to carry out your opt-out request. You will receive notification to this effect and should then repeat the opt-out process with lower security settings.