MINI introduces proactive car service with AI features

MINI launches Proactive Care across markets, offering AI-based vehicle diagnostics, early maintenance alerts and transparent service options.

MINI has unveiled its new Proactive Care service, marking a significant shift in customer support. Under the motto “RELAX. WE CARE.”, the brand introduces a digital concierge designed to anticipate vehicle needs and provide solutions without requiring the driver to act first.

The concept relies on data and AI. Sensors detect faults, wear, or upcoming maintenance, and the driver is informed in advance. Notifications arrive through the MINI App, in-car messages, email, SMS, or even a direct phone call. When a workshop visit is needed, the customer is immediately connected to their preferred service partner, who can perform remote diagnostics. Costs, schedules, and completed work remain accessible and transparent online.

This approach reverses the traditional model: instead of customers seeking service, MINI takes the initiative. In the premium small-car segment, where comfort and predictability are especially valued, this represents a decisive change.

The rollout began in Italy and the United Kingdom in early 2025, followed by Germany, Korea, Spain, and the Benelux countries. France, China, and the United States will join in the second half of the year. In Korea, the service applies to vehicles produced after March 2024.

Data protection remains a central priority. BMW Group emphasizes strict compliance with GDPR and national regulations. Official MINI Connected documents specify the categories of data collected, from mileage and battery status to location details and service intervals. Users retain the right to limit or withdraw their consent at any time.

The launch is accompanied by a striking advertising campaign. Images, set against the Scottish Highlands, were generated entirely by artificial intelligence, without the use of a MINI or a film crew. The campaign will premiere at the IAA and begin its global rollout in October 2025.

With this step, MINI underscores its focus on technology and proactivity. The economic impact has yet to be measured, but across the industry, predictive diagnostics and AI-driven services are emerging as the standard for the future.