Home / Arts and Entertainment / BMW's In-Car Ads Spark Customer Outrage
BMW's In-Car Ads Spark Customer Outrage
4 Aug
Summary
- BMW faces backlash for displaying movie ads on car dashboards.
- The ads promote Spider-Man: Brand New Day and a concept vehicle.
- Customers are upset about ads appearing in expensive luxury cars.
BMW is currently facing public backlash for displaying advertisements for the movie "Spider-Man: Brand New Day" on its vehicle dashboards. The promotion features a Spider-Man animation that utilizes the car's audio and lighting systems, also showcasing a BMW iX3 SUV. This cross-promotion highlights the BMW iX3 Flow – Spider-Man Brand New Day concept vehicle.
The display ads, which began on July 27 and will run until August 10, are accessible in over 70 countries. Luxury car owners express dissatisfaction with these forced advertisements appearing in their expensive vehicles, with the BMW iX3 starting at $61,500.
This initiative has generated negative sentiment across social media, contrasting with BMW's previous statements against in-car advertising. Senior Vice President Stephan Durach had previously stated that car screens are private spaces and not intended for commercials.
BMW has responded by calling it a "broader brand partnership" and stating the animation is "proactively initiated." However, drivers report the initial banner appears automatically. This situation echoes a previous incident where BMW reversed its decision to charge for heated seats after public outcry.
