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MINI is taking customer service to the next level with the launch of Proactive Care, its new digital concierge for owners of qualified models in participating markets. Branded under the promise “RELAX. WE CARE.”, the system constantly monitors a car’s condition and alerts the driver to service needs before they become urgent.
Sensors track everything from tyre health to error messages, and when a potential issue is detected, owners are proactively informed. Notifications can arrive via the MINI app, in-car messages, email, SMS, or even a direct call. If workshop attention is required, the car automatically links to the customer’s chosen MINI service partner, who can run a remote diagnosis and provide clear details of costs, work needed and appointments — all managed transparently from anywhere.
Unlike traditional servicing, where customers had to seek help, MINI flips the model: the brand reaches out first. The goal is simple — less worry for the driver and more time to enjoy the car. To activate the service, owners need to register their vehicle in the MINI app, select a preferred service partner and enable data-sharing permissions in line with GDPR and national data laws.
Following initial rollouts in the UK and Italy in early 2025, Proactive Care is already live in Germany, Spain, Korea and the Benelux countries, with France, China and the USA to follow later this year.
To showcase the new promise, MINI created an advertising campaign set in the Scottish Highlands — a nod to its British roots. Strikingly, the campaign used no cars or film crew; the visuals were generated entirely with artificial intelligence, underscoring MINI’s bold mix of tradition and innovation.
