BMW is facing backlash for its Spider-Man promotion, which displays a banner on the infotainment screens of certain models in over 70 countries.
The ad campaign, launched on July 27, runs through August 10 and features a full-screen commercial that also controls the vehicle’s audio system and ambient lighting. They describe the feature as a limited-time themed experience, but many owners and commentators disagree, citing concerns that automakers are turning vehicle dashboards into rolling billboards.
In 2023, BMW executives publicly rejected the idea of selling advertising on dashboard displays, with Stephan Durach, senior vice president for connected company development, saying the vehicle interior was not somewhere the company envisioned playing commercials.
However, the Spider-Man campaign has raised concerns about the company’s changed stance on in-car advertising, with critics pointing to the potential for manufacturers to use connected vehicles to create new revenue opportunities. This change in stance is notable.
Critics are reminded of BMW’s previous attempt to sell a subscription program for heated seats, which was seen as an example of automakers attempting to make money off of software-enabled vehicle features after purchase. It was viewed as an attempt to generate additional revenue.
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The debate comes as automakers increasingly develop vehicles that use over-the-air updates to add features and services long after a car leaves the showroom, opening the door to in-car commerce, subscription services, and digital experiences that venture beyond traditional automotive functions. BMW is part of this trend.
While BMW maintains that the Spider-Man experience is a one-off promotion tied to a broader film partnership, the reaction illustrates how sensitive consumers have become to commercial content appearing in vehicles they already own. For instance, the fact that the animation only plays after a driver actively selects the on-screen prompt may not be enough to alleviate concerns about the potential for future advertising on dashboard displays.
The evolution of vehicles that use over-the-air updates has also raised questions about the potential for in-car advertising and the impact on consumers, with some arguing that it could lead to a more commercialized driving experience. The automotive industry is developing and integrating new technologies.
As the industry continues to develop, it will be important to consider the potential implications for consumers and the driving experience as a whole. The Spider-Man campaign is part of a global marketing partnership with Sony Pictures and Marvel.
BMW maintains that the Spider-Man experience is a one-off promotion and the reaction illustrates how sensitive consumers have become to commercial content appearing in vehicles they already own.