Not What They Paid For: BMW Owners Angry Over New Feature
BMW owners are upset about an ad for a Spider-Man movie appearing on the multimedia screen when the car starts. The campaign affects models from 2020 onward and includes full-screen animation with sound. The company calls it a 'festive integration,' but critics point to a breach of promises about cabin privacy and potential safety risks.
BMW car owners are outraged by a new advertising campaign that appears on the multimedia screens when the car is started. The campaign promotes a Spider-Man movie and appears as a banner that can expand into full-screen animation with sound and light effects. Users complain that there is no clear way to skip the ad. The campaign affects many BMW models produced since 2020 and has caused dissatisfaction among owners who feel it diminishes the premium experience. The company called it a 'festive integration' tied to the release of 'Spider-Man: Homecoming' and the promotion of the electric iX3 model. Particular discontent arose because the practice contradicts statements made by company executives in 2023, when BMW representatives emphasized that the in-car screen should be seen as a private space, not a platform for ads. Consumer organizations note that drivers do not expect to see video ads in a car for which they have already paid a high price. There are also safety concerns: some believe such elements could distract the driver. Some owners worry that disabling such ad integrations might become a paid feature in the future. The situation is seen in the context of a broader trend in the automotive industry where manufacturers seek additional revenue through software, ads, and data-based services. BMW's collaboration with Marvel has been ongoing since 2021, and the new campaign 'Spider-Man: A New Day' is accompanied by extensive promotion, including 165 partnerships and a production budget of about $225 million.