BMW is forcing a weird Spider-Man ad onto its dashboard displays

BMW is currently facing public criticism over an unexpected addition to its dashboard displays: a Spider-Man-themed ad for the movie Spider-Man: Brand New Day. When a driver starts their car, a Spider-Man-themed banner appears on the dashboard. Upon tapping the advertisement, it morphs into an animated scene featuring Spidey interacting with a BMW iX3 SUV, symbolizing a cross-promotion between the movie and the concept vehicle.

This promotional technique is a result of BMW's partnership with Sony/Marvel, and the animation is made possible by the company's proprietary e-ink vehicle exterior. The ad began on July 27 and will continue until August 10 across over 70 countries.

BMW customers are outraged by the intrusive ad, with negative sentiment spreading across social media and message boards. The move is especially controversial for a luxury brand like BMW, as it forces the advertisement into a high-priced vehicle. Senior Vice President for Connected Company Development Stephan Durach previously denied BMW's involvement in selling ad space within its cars, stating that the dashboard is a private space.

However, drivers have reported that the animation is automatically displayed when they initiate the advertisement on their vehicle's touch screen.

This is not the first time BMW has encountered backlash for attempting to monetize its customers. The company previously introduced a monthly subscription service that charged drivers to activate heated seats, a feature already installed in their vehicles. After significant criticism, BMW quickly abandoned this scheme.