Proactive Care: MINI Elevates Customer Service to a New Level
MINI has always been about joy, personality, and premium experiences in a small package. Now, the brand is taking customer service to the next level with the launch of Proactive Care – a digital, data-driven service concept that embodies MINI’s new promise: “RELAX. WE CARE.”
A Digital Concierge for Every MINI Driver
With Proactive Care, the vehicle itself becomes a personal concierge. Using advanced sensors, connectivity, and AI-driven data analysis, MINIs can now detect potential service needs before they become urgent. From tyre diagnostics to error messages, the car proactively notifies the driver of upcoming maintenance, helping them address issues early and avoid unexpected breakdowns.
Instead of customers calling their service partner, the process is flipped: MINI proactively reaches out with tailored solutions. Whether via the MINI App, in-car messages, email, SMS, phone calls, or even roadside assistance – customers receive support in the way that suits them best.
If a service appointment is needed, MINI connects drivers directly with their preferred service partner, who can even run a remote diagnosis before the car arrives. Work completed, costs, and appointments are all transparent and manageable anytime, anywhere.
Customer-Centric Service Experience
“RELAX. WE CARE.” is more than a slogan – it’s a complete rethinking of the MINI service experience. By making service proactive and seamless, MINI ensures drivers can focus on what really matters: the joy of driving.
All customers need to do is download the MINI App, register their vehicle, and set up their preferred service partner. Once connected, Proactive Care takes over, ensuring they’re always informed, supported, and worry-free.
Strong Commitment to Data Protection
With any digital service, data security is a top priority. The BMW Group emphasizes that Proactive Care collects data only as needed for specific services – fully compliant with the EU General Data Protection Regulation (GDPR) and other national laws. Customers can rest assured their privacy remains protected while benefiting from smarter, safer service.
Global Rollout and a Bold AI Campaign
Launched first in Italy and the UK in early 2025, Proactive Care is already expanding to Germany, Korea, Spain, and the Benelux countries. France, China, and the USA will follow in the second half of the year.
To celebrate, MINI has launched an imaginative campaign set in the Scottish Highlands. True to MINI’s playful spirit, no cars or film crews were used – the visuals were generated entirely with artificial intelligence. The campaign will roll out globally from October, marking another step in MINI’s fusion of technology, creativity, and customer-first experiences.
Conclusion
With Proactive Care, MINI is redefining what customer service looks like in the modern automotive world. By combining AI-driven insights, personalized service, and transparent communication, MINI drivers can simply relax and enjoy their car – confident that MINI is already one step ahead in taking care of their needs.
For car enthusiasts in Dubai, this approach to service mirrors what buyers of used cars in Dubai are also seeking: trust, reliability, and a hassle-free experience. At Auto Trader UAE, customers can explore a wide range of used cars in Dubai with the same focus on quality, confidence, and customer satisfaction.
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