BMW’s in-car Spider-Man ad is villain behavior
BMW is displaying movie advertisements for a new Spider-Man film on the infotainment screens of its vehicles. The move has sparked backlash from owners who feel that intrusive advertising in a premium vehicle is inappropriate.
Why it matters
This highlights the growing trend of 'software-defined' vehicles being used as platforms for third-party advertising, raising privacy and consumer experience concerns.
When a premium car brand like BMW says it has a “special surprise” in store for drivers, I’d expect something more luxurious than having a movie commercial beamed onto the dashboard. That’s exactly what’s happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display upon starting the vehicle.
In a statement to The Autopian, BMW confirmed that the ads are definitely real, serving as part of “a broader brand partnership” with the new Marvel movie. BMW’s own announcement also confirms that the ads are running from July 27th until August 10th, and reveals how widespread they are:
> “These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020.”
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