BMW Spider-Man in-car advertising
BMW’s decision to push a Spider-Man–themed video promotion onto in-car infotainment screens has triggered concern over creeping advertising and tracking in vehicles that owners already paid a premium for. Commenters link this to a broader “enshittification” of consumer products, from TVs to fridges and smartphones, where ads, telemetry and hard-to-disable features erode traditional notions of ownership and privacy. Many say it’s pushing them toward older, simpler cars or brands perceived as less invasive, and question whether regulators or market forces will meaningfully protect drivers’ attention and data.
Nature of the in‑car Spider‑Man ad
- BMW shows a Spider‑Man promotion on the dash display; official language frames it as a “festive surprise.”
- Some reports say it appears as a clickable icon; others say it auto‑plays like previous holiday animations with an icon only for replay. Exact behavior is somewhat unclear.
- It targets specific software versions (BMW Operating System 7–9 and “OS X”) on newer cars.
User reactions and perceived brand damage
- Many see this as extremely tacky for a “premium” brand and a strong reason to avoid future BMWs.
- Several say this confirms an ongoing decline: from “ultimate driving machine” to “advertising delivery system.”
- Some threaten to sell their cars, avoid BMW permanently, or join a class‑action lawsuit.
- A minority argue it’s “not forced” since you have to click, but others say placement and conditioning make it effectively unavoidable.
Comparisons to other products and brands
- Parallels drawn to:
- Ad‑supported Kindles, where ads are disclosed and the device is cheaper.
- Budget airlines that nickel‑and‑dime vs. BMW’s supposed premium positioning.
- Other automakers already showing ads (Mercedes, Stellantis) vs. brands seen as ad‑free (Toyota/Lexus, Honda/Acura, Volvo, Genesis—based on user experience).
- Unwanted U2 album push and Apple’s growing in‑OS advertising.
- Some note BMW’s earlier controversial monetization (e.g., feature subscriptions, proprietary hardware) as part of the same trajectory.
Safety, distraction, and regulation
- Concern that a bug or poor design could show video ads while driving, contributing to distracted‑driving accidents.
- Thread also discusses mandatory EU safety features (lane assist, speed warnings, eye‑tracking), which many find intrusive or even dangerous in real‑world conditions.
- Some defend these safety systems as well‑intentioned and occasionally life‑saving; others say constant alerts get mentally filtered out.
Data collection and surveillance
- Worry that modern cars’ connectivity, sensors, and telematics enable pervasive tracking that can affect insurance and privacy.
- Phones already collect location data, but cars can add detailed behavior metrics (braking, throttle, following distance, indicator use).
Broader “enshittification” and fairness concerns
- Seen as part of a wider trend: TVs, fridges, phones, and cars gaining screens and ads after purchase.
- Complaints that manufacturers double‑dip: full retail price plus ad revenue, with no revenue share or meaningful opt‑out for owners.
- Some argue ad‑supported tiers are acceptable only when clearly optional, cheaper, and not subscription‑gated.