BMW Owners Are Annoyed Over a New Spider-Man Ad Forced Into Their Cars
- On July 27, 2026, BMW launched a Spider-Man: Brand New Day promotion across more than 70 markets, displaying full-screen animations on the Control Display of vehicles built after July 2020.
- The campaign contradicts a 2023 statement from BMW Group Senior Vice President for Connected Company Development Stephan Durach, who said the cabin is a "private space" where he would not "sell the screen to play a commercial."
- Tapping a startup banner on the Control Display triggers a "festive animation" with music and ambient lighting; BMW maintains this is a brand partnership rather than advertising.
- Owners expressed frustration online, with some criticizing the move for "cheapening" their $60,000 vehicles and noting they did not expect ads after purchase.
- The promotion runs through August 10 as part of a broader "functions on demand" trend where automakers monetize installed hardware through software after the vehicle sale.
42 Articles
42 Articles
BMW is currently displaying a Spider-Man animation on the infotainment screen in numerous vehicles. Many drivers are outraged.
Those who buy a premium car certainly do not expect any unwanted advertising on their on-board computer. But BMW, long positioned as the guardian of the private driver's compartment, breaks this promise: Since the end of July 2026, many models have shown animated advertising for a cinema film on display. What the company sells as a "special surprise", car owners understandably see as a nuisance. "BMW has a special surprise for its customers," sa…
BMWs are showing a commercial at startup
Late-model BMW owners are starting up their cars to find a commercial for Spider-Man: Brand New Day. Responding to a request for information about the ad from The Autopian, BMW confirmed the animation is part of a broader partnership with the film: "A few of our vehicles – including the BMW iX3 – were in the film, and a special edition iX3 was featured on the red carpet during last night's premiere in Los Angeles." — Read the rest The post BMWs…
Some BMW owners are seeing Spider-Man ads every time they start their cars
Owners of certain BMWs are seeing Spider-Man: Brand New Day ads on their dashboards. It’s “insanely dystopian,” one customer writes. Having already breached the $1bn milestone less than a week after its release, Spider-Man: Brand New Day is inescapable in this summer’s multiplexes. And if you’re a BMW owner, it may also be unavoidable in your own car. From late July, BMW drivers began to notice an animated Spider-Man advert appear on their dashb…
BMW Owners Are Annoyed Over a New Spider-Man Ad Forced Into Their Cars
BMW owners have discovered that a Spider-Man: Brand New Day ad has been forcefully added to their car's infotainment system.Spider-Man: Brand New Day is the movie that none of us can escape. It's smashing box office records, filling our social media feeds with memes and theories, and now, it's taking over people's cars. Owners of relatively recent BMW models have noticed that the web-swinger himself is now part of their infotainment screen's sel…
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