Data Privacy Police
MQ! – The Mobility Quotient

In this Privacy Policy, we are informing you about the processing of your personal data by Audi AG, Auto-Union-Strasse 1, 85045 Ingolstadt (“We”) in connection with the registration and participation at MQ – The Mobility Quotient.

Personal data means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person; processing means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction


1. Who is responsible for data processing and who can I contact?

The responsible authority for the processing of your personal data is:

AUDI AG, Ettinger Str. 70, 85057 Ingolstadt

If you have concerns about data protection, you can also contact our company Data Protection Officer:

AUDI AG, Data Protection Officer, Auto-Union-Strasse 1, 85045 Ingolstadt


If you want to assert your data protection rights, please use the contact options at

AUDI AG, DSGVO-Betroffenenrechte, Auto-Union-Straße 1, 85057 Ingolstadt

There you will find further information on how you can assert your data protection rights.


If you have general questions about this Data Protection Notice or the processing of your personal data by AUDI AG, please address them to the following:

Audi Kundenbetreuung Deutschland, Postfach 10 04 57, 85045 Ingolstadt


2. Which data do We process and which sources does it come from?

2.1 Use of the Website

In principle, you can use the website for registration without providing any personal data. However, the registration for the event requires the provision of personal data (see 2.2).

Each time you use the Website, your Internet browser automatically transmits certain information and stores it in so-called log files.

In particular, the following information is transmitted automatically:

  • IP address (Internet Protocol address) of the terminal from which the online offering is accessed;
  • Internet address of the website from which the online offering was retrieved (so-called origin or referrer URL);
  • Name of the service provider via which the online offering is accessed;
  • name of the files or information retrieved;
  • date, time, and duration of retrieval;
  • volume of data transmitted;
  • Operating system and information on the Internet browser used, including installed add-ons (e.g. for the Flash Player);
  • http status code (e.g. “request successful” or “requested file not found”).

In the log files, the above data is stored without your complete IP address, so that no attribution to your IP address is possible.


2.2 Registration and participation

We process the data of a participant provided on the webpage for registration for the event and those personal data about you which we collect during the event (e.g. name, e-mail address, company, field of activity, nationality, date of birth, telephone number, physical address)

This includes the following data:

In connection with the registration for the event:

Name, business and private contact (mobile phone, email, and poss. employee number), gender, title, service with a company, travel data,. We process further personal data of users which they provide additionally, e.g. in blank spaces, e.g. number of ID or passport, eating habits.


3. For what purposes do we process your data and on which legal ground?

3.1 Use of the website

AUDI AG process your personal data based on the following legal grounds for the following purposes:

Purpose Legal grounds Legitimate interest in the balancing of interests

Provision and performance of various Services and functionalities for registered users, e.g. raffle, special offers

Contract fulfilment
Provision of the Website for the general public and for the purpose of contact possibilities for customers and prospective customers Contract fulfilment or balancing of interests We have a legitimate interest in the provision of a website, including to unregistered users, in order to provide general information about our company.
Collection of statistical information on the use of the Website (so-called web analysis) Balancing of interests

We have a legitimate interest in receiving information on the use of the Website, in particular to improve our offering.

Identification of disruptions and maintaining system security, including detection and tracking of inadmissible access attempts and access to our web servers

Fulfilment of our statutory obligations in the area of data security and balancing of interests We have a legitimate interest in eliminating disruptions, maintaining system security, and detecting and tracking inadmissible access and access attempts.
Safeguarding and defending our rights Balancing of interests We have a legitimate interest in asserting and defending our rights.

Sending information for future events or getting in contact regarding professional exchange

Contract fulfilment or consent


3.2 Registration and participation

We process your personal data for the purpose of login and registration at the event, as well as for the implementation of the event. We process this data only to establish, structure or modify the contract between you and us.(Art. 6 para. 1 sentence 1 lit. b GDPR).

As far as We process personal data of special categories (data revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, and the processing of genetic data, biometric data for the purpose of uniquely identifying a natural person, data concerning health or data concerning a natural person’s sex life or sexual orientation) one of the following has to apply additionally as a legal basis:

  • You have given explicit consent (Art. 9 para. 2 letter a GDPR)
  • processing is necessary to protect the vital interests of the data subject or of another natural person where the data subject is physically or legally incapable of giving consent (Art. 9 para. 2 letter c GDPR)
  • processing relates to personal data which are manifestly made public by the data subject (Art. 9 para. 2 letter e GDPR)
  • processing is necessary for the establishment, exercise or defence of legal claims or whenever courts are acting in their judicial capacity (Art. 9 para. 2 letter f GDPR)
  • processing is necessary for reasons of substantial public interest, on the basis of Union or Member State law which shall be proportionate to the aim pursued, respect the essence of the right to data protection and provide for suitable and specific measures to safeguard the fundamental rights and the interests of the data subject (Art. 9 para. 2 letter f GDPR)

We always process your personal data only for a certain purpose and just as far as this is necessary for achieving this purpose.


3.3 Is there an obligation for me to provide data?

As part of registration and participation to the event you only need to provide data necessary for the registration and participation or data we have to collect by law. As far as you have to provide any personal data due to a statutory duty or contractual obligation, We will point this out to you by the time of the collection with reference to the particular obligation. If you won’t provide the particular data some services may not be provided.


4. Who receives my data?

Within Audi AG, those entities receive your data that they need to fulfil our contractual and statutory obligations and to safeguard our legitimate interests (e.g. Audi Training in the Marketing and Sales Division, Sales Germany, IT).

Our service providers (so-called contract processors) that We utilise and engage may also receive data for these purposes. This includes:

  • Management of participants
  • Event agencies
  • Hosting-providers and support-providers


5. Is data transmitted to a third country?

Usually we do not transmit your data to third countries (i.e. countries that are neither members of the European Union nor of the European Economic Area) or an international organisation. Exceptions exist if you work for an affiliated company of the VW Group or an independent distributor in a third country.

Please note that not all third countries have a level of data protection recognised as adequate by the European Commission. For data transfers to third countries where there is no adequate level of data protection, We took adequate measures to protect your data, e.g. standard data protection clauses. You can obtain a copy of the applicable measures. Please use the information in the Contact section for this purpose.


6. How long will my data be stored?

We store your data for the duration of the event and beyond for the duration of the applicable statutory retention and documentation obligations (up to 10 years). Furthermore the documentation obligations result from the statutory limitation periods (up to 30 years, regular period of limitation 3 years).

Under certain circumstances, your data may also need to be retained for a longer period of time, such as when a so-called legal hold or litigation hold (i.e. a prohibition of data deletion for the duration of the proceedings) is ordered in connection with administrative or judicial proceedings.


7. Which rights do I have?

As the data subject, you are generally entitled to the following data protection rights:


You have the right to request information on the data stored concerning you at Audi AG and the scope of data processing and data transfer performed by Audi AG, and to obtain a copy of the personal data stored concerning you.


You have the right to obtain without undue delay the rectification of inaccurate personal data concerning you as well as the completion of incomplete personal data stored concerning you at Audi AG.

Erasure: You have the right to obtain the erasure of the personal data concerning you stored at AUDI AG without undue delay if the statutory requirements are met.

This may be the case, in particular, if

  • Your personal data are no longer necessary in relation to the purposes for which they were collected;
  • The sole legal ground for the processing was your consent and you have withdrawn it;
  • You have objected to the processing based on the legal ground of a balancing of interests on grounds relating to your particular situation and We cannot prove that there are overriding legitimate grounds for the processing;
  • Your personal data have been unlawfully processed; or
  • Your personal data have to be erased for compliance with a legal obligation.

If We have shared your data with third parties, We will inform them about the erasure, insofar as required by law.

Please note that your right to erasure is subject to restrictions. For example, We are no required or allowed to delete data that We are still obligated to retain due to statutory retention periods. Similarly, data that We need for the establishment, exercise or defence of legal claims are excluded from your right of erasure.

Restriction of processing: You have the right to obtain, under certain conditions, restriction of processing (i.e. the marking of stored personal data in order to restrict their future processing). The conditions are:

  • The accuracy of your personal data is contested and AUDI AG must verify the accuracy of your personal data;
  • The processing is unlawful, but you oppose the erasure of the personal data and instead request the restriction of the use of the personal data;
  • AUDI AG no longer needs your personal data for the purposes of processing, but you require the data for the establishment, exercise or defence of legal claims.
  • You have objected to the processing and the verification is pending whether the legitimate grounds of AUDI AG override yours.

In the event of a restriction of the processing, such data will be marked accordingly and will be – except for their storage – only be processed with your consent or for the establishment, exercise or defence of legal claims or for the protection of the rights of another natural or legal person or for reasons of important public interest of the Union or of a Member State.

Data portability:

To the extent that We automatically process your personal data provided to us based on your consent or a contract with you (including your employment contract), you have the right to receive the data in a structured, commonly used and machine-readable format and to transmit those data to another controller without hindrance from Audi AG. You also have the right to have the personal data transmitted directly from Audi AG to another controller where technically feasible and provided that this does not adversely affect the rights and freedoms of others.

Objection: If We process your personal data on the basis of legitimate interests or in the public interest, you have the right to object to the processing of your personal data on grounds relating to your particular situation. In addition, you have an unrestricted right to object if We process your data for our direct marketing purposes. Please see our separate note in the “Information on your right to object” section.

In certain cases, We also grant you, beyond the privacy settings, an additional unlimited right to object within the scope of the balancing of interests. We will inform you about this in the “Special Information – Service” section.

Withdrawal of consent: If you have given consent to the processing of your personal data, you may withdraw it at any time. Please note that the withdrawal shall only be effective for the future. Processing that occurred before the withdrawal shall not be affected.
Complaint: In addition, you have the right to lodge a complaint with a data protection supervisory authority if you believe that the processing of your personal data is unlawful. The right to lodge a complaint is without prejudice to any other administrative or judicial remedy. The address of the data protection supervisory authority responsible for Audi AG is:

Bavarian State Office for Data Protection Supervision

Promenade 18
91522 Ansbach


7.1 Information on your right to object

Right to object on grounds relating to your particular situation

You have the right to object to the processing of your personal data on grounds relating to your particular situation. The prerequisite for this is that the data processing takes place in the public interest or on the basis of a balancing of interests. This also applies for any profiling.

Insofar as We base the processing of your personal data on a balancing of interests, We generally assume that compelling legitimate grounds can be demonstrated, but We will, of course, examine each individual case.

In the event of an objection, We will no longer process your personal data. Unless

  • We can demonstrate compelling legitimate grounds for the processing of such data which override your interests, rights and freedoms or
  • Your personal data are used for the establishment, exercise or defence of legal claims.

Exercise of the right to object

The objection can be exercised in any form and should preferably be addressed to the contact details listed in this Privacy Policy.


8. Special Information – cookies

On our website We use technologies making the usage easier and more user-friendly or provide additional functionality (thus making the website more user-friendly, effective and secure overall). Those technologies include e.g. cookies, pixel and scripts (hereinafter “cookies”).

Cookies are small files that are stored on the user’s computer when visiting a website and store various types of data, e.g. personal settings and login data. This data record is created by the web server you use for connection and is sent to you.

In general it is possible to go to the website without cookies. For using the full functionality of our website you should accept those cookies which enable the usage of particular features or make the usage more comfortable. Most web browsers are set to automatically accept all cookies. You may object to the use of cookies at any time with future effect by setting your browser to accept no or only specific cookies, or to notify you when cookies are sent. This may mean that you may not be able to fully use all the features of our websites. As far as you accept cookies in the settings of your browser you consent to the use of cookies by using the website.

Please note that those browser settings always refer to the particular browser. If you use different browsers or devices you have to make the settings again. Moreover you have the possibility to erase the cookies from your memory at any time. Please use the help feature of your web browser for information about the cookie settings, the adjustment and the erase of cookies.

In general We use cookies of the following categories:

Category Description
Indispensable cookies

Those cookies are indispensable for the function of the website. Without those cookies services like vehicle configurations would not function.

Functional cookies

Those cookies enable the website to save already made information (for example user name, configuration) and provide better, more personal features

Performance cookies

These cookies are used to improve the user-friendliness of our website and therefore the user experience. They collect information about the usage of our website, number of visits, average time to stay, loaded sites. Performance cookies help us to e.g. identify the elements of the internet offer which is used most and to advance the website according to your needs.


We further use so called analysing cookies relating to web analysis (please see “user tracking” for more information)

Cookies can be permanent or temporary. So called permanent cookies are storing data for a particular period of time until the termination date of the cookie on your device (or until you delete it). With that e.g. language settings are saved, so you will not have to set that again for our website. A so called Session-Cookie stores the session-ID temporarily while you are active on the website. This ensures that you will not have to log in again, e.g. in case of changing the website. Session-Cookies are deleted by log out or they lose validity as soon as your session expires.

Cookies can also be used as third provider-cookies. Third provider cookies are set by other providers than the operator of the website. For example they can be used for collecting information for advertisement, user based content and web statistics.

Below is a summary of the cookies We use to inform you of the purpose and nature of each cookie and its storage period.

Purpose of cookie Type of cookie Name of application Name of cookie Storage duration
To guide the user through the registration process. Session cookie MQ! Registration Website audi_mq_session

Deleted when closing the website


9. Special Information – user tracking

Adobe Analytics

In order to keep the content on our Website up-to-date, user-oriented and complete, this Website uses Adobe Analytics, Adobe Systems Software Ireland Limited, 4-6 Riverwalk, Citywest Business Campus, Dublin 24, Republic of Ireland, (including Omniture Site Catalyst, Omniture Genesis, Omniture Discover, Omniture TagManager, Omniture SaintBernard), a web analytics tool that enables us to optimise our services to your needs. Adobe Analytics uses cookies that track your preferences when you visit our pages. This facilitates navigation, for example – and We can further improve the usability of our Services. The data processing is for the purpose of advertisement, market research and for the need-based layout of our website (§ 15 Abs. 3 Telemediengesetz). The information thereby generated (including the IP address) is anonymised by default before storage, so that any personal reference is excluded. To this end, this Website has been adapted to ensure the anonymised collection of IP addresses (so-called IP masking). Any direct personal reference to the information stored on the Adobe servers is excluded, because Adobe Analytics is used with the settings “Before Geo-Lookup: Replace visitor’s last IP octet with 0” and “Obfuscate IP-Removed.” The setting “Before Geo-Lookup: Replace visitor’s last IP octet with 0” ensures that before this so-called geolocation, the IP address is anonymised by replacing the last octet of the IP address with zeros. For statistical evaluation, the approximate location of the user is added to the tracking package that still contains the full IP address. Before storing the tracking packet, the IP address is then replaced by a single fixed IP address – this is called a generic IP address – if the setting “Obfuscate IP-Removed” is configured. Hence, the IP address is no longer contained in a stored record.

An evaluation for the purpose of reporting takes place only after this anonymisation. As a rule, the information generated by these cookies is transmitted to an Adobe server within the European Union. However, it cannot be excluded that in the event of a technical emergency, this data will be transferred to and stored in the United States, so that a corresponding EU standard contract (reasonable guarantee for data processing in non-European countries) has been concluded. You have the right to be informed in the context of the information on this standard contract.

Of course, as a user of our websites, you have the option of refusing to accept cookies via your browser settings at any time. By default, most browsers allow cookies to be stored. Changing this setting may result in functional limitations of our offerings. You may, at any time, object to this collection by Adobe – of the data generated by the cookie and related to your use of the Website – as well as to the processing of this data by Adobe, by setting an OPT OUT cookie generated for this purpose. To do this, please use the “Opt out” button at Please note that your objection in the form of an opt out cookie only works if your browser is set to allow the use of cookies. If you delete this cookie, use another browser, or change devices, you must again object to the use of Adobe Analytics. Please note that if you delete all of your cookies, the above cookie will also be deleted and must be reinstalled.