You and your cookies.

What & why

What & why



In detail

In detail

What are cookies?

Cookies, and web storage technologies such as local storage and session storage (“cookies”), make your interaction on our site easier and smoother – with no extra effort on your part. For example they are small text files that are downloaded by your internet browser to your device when you visit our website. While you interact with our website technologies from third party providers such as scripts, pixels and tags, which we integrate on our website for advertising purposes, also set cookies on your device.

In the following sections, you will find information and specific details in the corresponding lists regarding what we use these technologies for, and how you can change your settings to suit your requirements.

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How cookies help us to help you.

Seamless experience.

Cookies do a lot of different jobs which help making your online experience much smoother and more interactive. This assumes, however, that you are using the same device and the same browser as before. 

Some specific cookies are essential for running and maintaining the BMW website and they enable us to:


  • Provide you 24/7 access to the services you have requested
  • Give you consistent and accurate information
  • Ensure you enjoy a seamless and convenient experience
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Recognition and response.

Cookies also help us to understand how you use and interact with our website so you don’t have to tell us again.

For instance, they are used to remember your preferences and your user ID when you visit our site. If we know your settings and what you like, we can:

  • Provide you a more personalised BMW experience by helping you to continue your journey and navigate to the most relevant pages more efficiently
  • Remember certain personal preferences such as your language setting, preferred dealer and configurations
  • Direct you to useful content or sites operated by dealers or selected partners 
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Continuous improvement.

Cookies enable us to improve our website by looking at how our visitors use it. We analyse what content is popular and draw conclusions about what else they might be interested in or find useful. This helps us to:


  • Understand how visitors use the BMW site so we can make it better and enhance their experience
  • Try out different ideas and display content that is most relevant to individidual visitors
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Advertising and retargeting.

BMW may use advertising and targeting cookies for retargeting purposes. These cookies store information from your browsing history to record your interests and your browsing journey on our site. This enables us or our partners to:

  • Target advertising for BMW products to you on other websites, based on your visits on our site 
  • Match and combine more relevant information with targeted information so that the BMW online advertisements you see are genuinely relevant to you and your interests. 
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Categories of cookies.

BMW divides cookies into categories depending on their function and purpose. The usage of categories is described and can be managed below..

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In detail.

  • What do you need to know about cookies?

    Cookies help to provide a better and faster experience. 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 device, the website that originally triggered the setting of the cookie then recognises that you have been here before, and in some cases, it tailors what appears on screen to take account of that fact. In this way, it can be made more relevant to your personal interests and needs.

    Cookies referred to below are synonymous with HTML5 Session Web Storages and HTML5 Local Web Storages.  

  • First-party cookies.

    First party cookies are cookies that we, [PLEASE FILL IN LEGAL ENTITY WHICH RUNS YOUR MARKET], deploy on the website that you are currently visiting and with which you will interact when you continue your journey on our websites (e.g. configurator domain).

  • Third-party cookies.

    Our websites may also contain content from other websites which may deploy their own cookies. These cookies are set by someone other than the owner of the website you’re visiting. Such third-party providers can 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. You can find information about the respective 3rd party controlling such a third-party cookie in the detailed description above. 

    If you have decided that you do not want to accept 3rd party cookies, you can object to such cookies or withdraw your consent to such cookies by using the relevant function provided on our website to reject your consent. If you object to all third-party cookies, 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. You will be informed about this by a corresponding notice. 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 that are subject to consent. 

    To do so, please use the function provided in the relevant position on our website to give your consent. For more details, please refer to the list of cookies which details all integrated 3rd-party codes  (e.g. tags/scripts/pixels).

  • What happens if you decline cookies?

    If you decide to reject cookies that require consent, we will accept your decision and not use such cookies. If you decide to withdraw your consent, we will no longer deploy cookies which were set active when you initally visited our webiste nor cookies that require consent. We will delete them if they are first party cookies. This means, however, that in the case of functional cookies, you will not be able to take advantage of all the features and functionality of our website. Similarly, it is possible for you to object to performance cookies. By doing this, however, it prevents us from being able to learn what you like or don’t like about our website so that we can make it better. 

    Please note that we cannot delete third party cookies. If you wish to delete all third-party cookies, you need do this in your browser settings. 

    Please note that if you want to withdraw your consent to cookies for marketing purposes, this does not mean that you will see less advertising . It just means that the advertising you see will not be as customised to your needs.

  • Managing your browser’s cookies.

    You can manage (enable/disable and delete) the cookie settings on our website via the functionalites above but also by altering your browser settings.  Most browsers allow you to manage your cookies by either accepting or rejecting all cookies or accepting only certain types of cookies. The procedure for managing and deleting cookies can be found in your browser’s integrated help function.

    It is important to note that if you change your settings and block certain cookies, you might not be able to take full advantage of some features of our site, and we might not be able to provide some content you have previously seen or used.