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Privacy Notice - Audi Shop and Audi collection Online Shop

In this privacy notice we wish to inform you about the processing of your personal data by Audi Sport GmbH, NSU-Straße 1, 74172 Neckarsulm ("Audi Sport", "we") in connection with your on-site visit in one of our Audi Shops or your visit to and orders placed through the Audi online shop collection ("Online Shop").

In the Online Shop or in the Audi Shops, you can find information on Audi collection products and order them online or buy them on site.

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

The controller for the processing of your personal data is:

AUDI Sport GmbH, NSU-Straße 1, 74172 Nekarsulm / Germany.

If you have any questions on this privacy notice or the processing of your personal data by Audi Sport, or wish to exercise your data protection rights, please use the following contact options:

Audi Sport GmbH, Datenschutzbeauftragter [data protection officer], NSU-Straße, 74172 Neckarsulm / Germany


2. General Information

2.1 What data do we process and what sources do such data come from?

We process your personal data in compliance with the provisions of the General Data Protection Regulation (GDPR) and the Federal Data Protection Act (BDSG, Bundesdatenschutzgesetz) for various purposes. The specific purposes of the data processing are based primarily on whether you visit an Audi Shop or the Online Shop and on the features and services used by you within the framework of the Online Shop.

2.1.1 Visit of an Audi Shop

When you visit an Audi Shop on site, personal data is processed in connection with repair orders (e.g. contact data).

2.1.2 Access to the Website

Every time you use the website, including the Online Shop, certain information is automatically transmitted by your internet browser and saved by us in so-called log files.

The following information in particular is saved in the log files:

  • IP address (internet protocol address) of the terminal device from which the online service is accessed;
  • Internet address of the website from which the online service was called up (known as original or referrer URL);
  • Name of the service provider via which the online service is accessed;
  • Name of the files or information viewed;
  • Date and time as well as the duration of the view;
  • Data volume transmitted;
  • Operating system and information on the internet browser used, including any add-ons installed (e.g. for the Flash Player);
  • http status code (e.g. "request successful" or "requested file not found").

When you visit our website we collect information on whether you have reached our website directly or via an external link. This external link can be contained, for example, in an e-mail sent to you by an Audi dealer, on our Facebook fan page, or the website of an Audi dealer or third-party service provider. If you visit our website via a link from the dealer and place an order in the Online Shop, we can allocate your purchase to this dealer via the dealer-specific URL transmitted to us. For the processing of business transactions with the dealer, we may subsequently pass onto the latter your name and the amount of your purchase.

We may process additional data in order to make the use of our Online Shop as enjoyable and as easy as possible for you (see section "Special information – User Tracking / Cookies"). Apart from this, you can access our Online Shop without providing any personal data.

2.1.3 Your myAudi profile

If you have a myAudi account, you can use it to log in to the Audi Shopping World by using your email address and password. As a new customer, you can register by completing the relevant form truthfully. Registration in the Audi Shopping World creates a myAudi user account. Once you have registered for Audi Shopping World, you can use the advantages of all areas within the Audi Shopping World with your login data. Information about the processing of your personal data in the myAudi portal can be found in the respective privacy notices provided there.

2.1.4 Your order

If you place an order via the Online Shop we will ask you for further data that are necessary for carrying out and processing your order. These data are, in particular, your name, billing and delivery address.
If you have placed an order via the website of an importer (e.g. or Audi Partner or directly via an importer or Audi Partner, we will receive your data from the importer or Audi Partner if this is necessary for carrying out and processing your order. These data are, in particular, your name, billing and delivery address and the scope of your order.

2.1.5 Additional data

Information on the processing of data in connection with the use of User Tracking, and on the processing of data in connection with specific features can be found in the corresponding sections.

2.2 For what purposes do we process your data and on what legal basis?

We process your personal data on the following legal bases for the purposes stated below:

Purpose Legal basis Legitimate interest with balancing of interests
Provision of the website for the general public and for the purpose of providing contact opportunities for existing and potential customers Fulfilment of contract and balancing of interests We have a legitimate interest in providing a website in order to give general information about our company and our products
Processing the order including the transfer of the order data to a logistics provider Fulfilment of contract
Evaluation of (in particular statistical) information about the visit to and use of the website (web analysis) Balancing of interests We have a legitimate interest in receiving information about the visit to and use of the website, especially to improve the products and services we offer
Determination of faults and guaranteeing of the system security including detection and tracking of inadmissible access attempts and access to our web servers Fulfilment of our legal obligations in the field of data security, as well as the balancing of interests We have a legitimate interest in eliminating faults, guaranteeing the system security and detecting and tracking unauthorised access / access attempts
Abuse prevention and minimisation of non-payment risk Balancing of interests We have a legitimate interest in preventing any abuse.
Safeguarding and defending our rights Balancing of interests We have a legitimate interest in exercising and defending our rights

2.3 Who receives my data?

2.3.1 Dealers and logistics service providers

If you place an order via the Online Shop, we will transfer your name and address to a logistics provider, who processes the data for the purposes of delivery as an independent controller. We will also transfer limited information about your purchase from us to a dealer, as described under Section 2.1.1.

2.3.2 Third-party processors

When providing specific services through the Online Shop we engage third-party processors who support us in handling our business processes. These specifically include enterprises in the following categories:

  • Tracking service providers (see User Tracking / Cookies)
  • Hosting Providers

2.3.3 Third parties

In individual cases, log files are forwarded to investigating authorities if Audi Sport is obligated to do so by law.

2.4 Are data transmitted to a third country?

Generally, data are not transmitted to third countries (i.e. countries that are not members of the European Union or of the European Economic Area). Information on data transfers in connection with the User Tracking carried out on the website can be found in Section 3.

2.5 For how long are my data saved?

We save your data for as long as this is necessary for providing our services to you, or for as long as we have a legitimate interest in continuing to store your data, in particular to eliminate faults and prevent abuse.
The log files are saved by us for 7 days to determine faults and for security reasons (e.g. to clarify attempted attacks), and are then erased. Log files the further retention of which is necessary for evidence purposes are excluded from erasure until the definitive clarification of the respective incident.
In the case of non-payment or reasonable indications of any other abuse, we reserve the right to record your name, address and date of birth in a blacklist file in order to prevent any future abuse; the data will be stored for the duration of the regular limitation period (generally three years), and then erased, unless we have any reason to erase these earlier, or if we require the information beyond this time to assert our claims.

2. What rights do I have?

As a data subject, you have the following data protection rights under certain conditions:

You have the right to obtain information about the data concerning you stored at Audi Sport and the scope of the data processing and transfer carried out by Audi Sport, and to receive a copy of the stored personal data concerning you.

You have the right to obtain without undue delay the rectification of inaccurate personal data concerning you and the completion of any incomplete personal data concerning you stored at Audi Sport.

You have the right to obtain the immediate erasure of any personal data concerning you stored at Audi Sport if the statutory requirements are met.

This is particularly the case if

  • your personal data are no longer required for the purposes for which they were collected;
  • you have objected to processing based on the balancing of interests for personal reasons and we cannot prove that there are any overriding legitimate reasons for processing your data;
  • your personal data have been unlawfully processed; or
  • your personal data have to be erased in order to comply with statutory requirements.

If we have forwarded your data to third parties, we will inform them about the erasure if this is required by law.

Please note that your right to erasure is subject to restrictions. For instance, we must or may not erase any data that we have to continue to retain due to statutory retention periods. Data that we require to establish, exercise or defend legal claims are also excluded from your right to erasure.

Restriction of Processing:
Under certain prerequisites, you have the right to demand the restriction of processing (i.e. the marking of saved personal data with the goal of restricting their future processing). The prerequisites are:

  • The accuracy of the personal data is contested by you, and Audi Sport has to verify the accuracy of the personal data;
  • The processing is unlawful but you oppose the erasure of the personal data and request the restriction of their use instead;
  • Audi Sport no longer needs your personal data for the purposes of the processing but you require the data to establish, exercise or defend legal claims.
  • You have objected to the processing pending the verification whether the legitimate reasons of Audi Sport override your own.

In the event of a restriction of processing, the data will be marked accordingly and, apart from being saved, will only be processed with your consent or to establish, exercise or defend legal claims or to protect the rights of another natural or legal person or for reasons of an important public interest of the EU or an EU Member State.

Data portability:
If we process your personal data that you have provided to us on the basis of a contract with you, you have the right to receive the data in a structured, common and machine-readable format and to transfer these data to another controller without obstruction from Audi Sport. You also have the right to have the personal data transferred directly by Audi Sport to another controller if this is technically feasible and provided this does not impact the rights and freedoms of other persons.

You have the right to file an objection to the processing of your personal data, on grounds relating to your particular circumstances, if the data processing is carried out in the public interest or on the basis of a balancing of interests. This also applies for profiling.

If the processing of your personal data is based on the balance of interests test, we generally assume that we can prove compelling legitimate grounds, but we will of course verify every individual case.

In the event of an objection, we will no longer process your personal data, unless

  • we can prove compelling legitimate grounds for the processing of these data that override your interests, rights and freedoms, or
  • your personal data are used to establish, exercise or defend legal claims.

In certain cases, with view to the balancing of interests, we will grant you an additional unlimited right of objection that goes beyond the privacy settings. For more details, please see the section "Special information – User Tracking / Cookies".

In addition, you have the right to lodge a complaint with a data protection supervisory authority if you are of the opinion that your personal data is not being processed in a lawful manner. The right of complaint exists irrespective of any other legal remedy under administrative law or any other judicial remedy. The address of the data protection supervisory authority responsible for Audi Sport is as follows:

The Landesbeauftragte für den Datenschutz und die Informationsfreiheit Baden-Württemberg [Baden-Württemberg State Officer for Data Protection and Freedom of Information]
Postfach [P.O. Box] 10 29 32
70025 Stuttgart
Königstraße 10a
70173 Stuttgart

3. Special information - User Tracking / Cookies

Adobe Analytics
In order to keep the products and services offered on our website up-to-date, user-oriented and comprehensive, this website uses a web analysis tool with Adobe Analytics, Adobe Systems Software Ireland Limited, 4-6 Riverwalk, Citywest Business Campus, Dublin 24, Republic of Ireland, (incl. Omniture Site Catalyst, Omniture Genesis, Omniture Discover, Omniture TagManager, Omniture SaintBernard), which enables our services to be optimised to your needs. Adobe Analytics uses cookies that can retrace your preferences when you visit our web pages. This makes browsing easier, for example – and we can also make our services even more user friendly. The information generated in this process (including the IP address) is anonymised by default before it is saved, which means any personal reference is excluded. For this purpose, this website was adapted to guarantee the anonymised collection of IP addresses (referred to as IP masking). Any direct personal reference of the information stored on the Adobe servers is excluded as Adobe Analytics is used with the settings "Before Geo-Lookup: Replace visitor’s last IP octet with 0“ and „Obfuscate IP-Removed“. By the setting "Before Geo-Lookup: Replace visitor’s last IP octet with 0", it is guaranteed that before this so-called geo-localisation, the IP address is anonymised by replacing the last octet of the IP address with zeros. The approximate location of the user is added, for statistical evaluation purposes, to the tracking package that still contains the complete IP address. Before the tracking package is saved, the IP address is then replaced by a single fixed IP address - in this case one speaks of a generic IP address - when the setting "Obfuscate IP –Removed" is configured. At this point, the IP address is no longer contained in a stored dataset.

Only after this anonymisation is an evaluation made for reporting purposes. The information generated by these cookies is, as a rule, transferred to a server of Adobe within the European Union. It cannot be excluded, however, that in the case of a technical emergency these data will be transferred to and stored in the USA, which means that a relevant, standard EU contract (adequate guarantee for data processing in non-European countries) has been concluded. You have the right to be informed about this standard contract within your right of access.

As a user of our website, you naturally have the option to refuse to accept cookies at any time via your browser settings. By default, most browsers allow the storage of cookies. If you change this setting, it may lead to limitations of the features we offer on our website. You may, at any time, send Adobe an objection to this storage of data generated by the cookie and relating to your use of the website, with immediate effect for the future, and object to the processing of these data by Adobe, by setting an OPT OUT cookie generated for this purpose. In this case, please use the "Opt out" button under Please note that if any objection using the opt-out cookie will only work if your browser is set up to allow the use of cookies. If you erase this cookie, use another browser or chance your device, you must repeat the objection process for the use by Adobe Analytics. We wish to point out that if you erase all of your cookies, the cookie concerned here will also be erased and will need to be re-installed.

In addition to the above, on our website we use a software application of the company GroupM Germany GmbH, Derendorfer Allee 10, 40476 Düsseldorf. This is used to collect anonymous data relating to your visits to our web pages (e.g. browser, exact time and date, hardware/software used, settings etc.), in order to better align our service for target-optimised customer information to your needs. Additional information about this service can be found in the data protection provisions of GroupM under

If you do not want anonymous data to be collected in relation to your visit, please use the following opt-out cookie under and the following instructions under cookie opt-out on the web pages of groupm, in order to prevent any data from being collected on your future activities on our website. If your browser is set up to refuse cookies, this opt-out cookie cannot be set. If you erase this opt-out cookie, use another terminal device or another browser, you will need to call up this opt-out link once again in order to reset the opt-out cookie. This cookie information will be used for up to 13 months.

When you visit our web pages, you may be selected from time to time to participate in an anonymous online survey for marketing purposes. By actively clicking on the link displayed, you can reach the online questionnaire directly. If you do not wish to participate, we will set an opt-out cookie on your client to prevent you from being selected again. This cookie information will be used during the survey period for about 30 days. Further data protection information on Psyma can be found under

Follow the above links to set an opt-out cookie in each case. Your browser must be configured to allow cookies to be accepted, so that your settings are effective. If you erase or disable your cookies or use another web browser, you will need to re-enter the settings.


Last updated: August 2019


+49 (0)180 500 31 55
(0,14 EUR/Min. incl. VAT)


Postal address:

Audi Sport GmbH
c/o Group 7 AG
Eschenallee 6
85445 Schwaig

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