An Unfortunate Surprise for BMW Owners
The luxury automaker is beaming a Spider-Man ad into its cars.
BMW has introduced an unexpected feature to its infotainment system, sparking frustration among owners who encounter a Spider-Man advertisement upon starting their car. This uninvited pitch, available in most BMWs made after 2020, can be accessed by clicking on a prompt displayed on the touch screen. Though drivers have the option to skip the ad, it remains on their car's display, appearing as an app.
BMW spokesperson Phil DiIanni clarified that the ad is part of a partnership with Marvel and is available for a limited time. However, numerous owners have expressed their discontent, deeming it "stupid and annoying and totally unnecessary." This development is indicative of the growing trend of carmakers integrating smartphone-like features into vehicles, which include over-the-air updates and in-car advertisements.
As cars continue to evolve into "smartphones on wheels," the automotive industry may resort to charging monthly subscriptions for features like premium connectivity and heated seats, as well as displaying targeted ads based on driving location. The use of cars as platforms for advertising and data collection could potentially lead to increased costs for consumers, making low-tech cars a scarce and possibly a luxury commodity.
Written by urgent.news from The Atlantic's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
