BMW owners criticize full-screen Marvel advertisement on vehicle displays, calling it an unwanted intrusion into the driving experience.
MUNICH: German luxury carmaker BMW is facing criticism from customers after introducing a Spider-Man: Brand New Day promotional advertisement on the main infotainment screens of thousands of its vehicles, prompting complaints that the company is turning private cars into advertising platforms.
The full-screen animation, which appears on the vehicle’s Control Display when the car starts, has frustrated many BMW owners—often referred to as “Beamers”—who say they were given no option to skip the advertisement.
The campaign is part of a global marketing partnership between BMW and Marvel’s upcoming film Spider-Man: Brand New Day, but the move has sparked debate over whether automakers should use in-car displays for commercial promotions after customers have already purchased premium vehicles.
Among the critics was Josh Elman, a partner at venture capital firm Andreessen Horowitz, who questioned the decision on social media.
“Of all the brands I thought might bombard users with in-car ads right when you start the engine, BMW was pretty low on my list,” Elman wrote. “This seems like the opposite of luxury and performance.”
In a statement to automotive publication The Autopian, BMW confirmed that the advertisements are genuine and form part of a broader promotional partnership with Marvel.
The company said the campaign is running from July 27 through August 10 and is available in more than 70 countries for compatible vehicles equipped with BMW Operating System 7, 8, 8.5, 9, or Operating System X, produced after July 2020.
When activated, the advertisement displays a full-screen animation featuring Spider-Man swinging around BMW’s all-electric iX3 SUV, accompanied by music and a synchronized ambient lighting show in vehicles equipped with the optional lighting package.
Even if drivers choose not to launch the animation immediately, the promotional content remains available in the vehicle’s infotainment system as an app that can be viewed later.
The campaign has reignited concerns about the growing use of connected vehicle technology for commercial advertising. Many customers argue that luxury vehicles should provide an uninterrupted driving experience rather than serving as a platform for marketing campaigns.
While BMW has described the feature as a limited-time promotional experience, the controversy highlights increasing consumer concerns over digital advertising inside modern connected vehicles and raises broader questions about privacy, ownership, and the future of in-car software experiences.
