BMW has found itself at the centre of few controversies over the past few years, and the German automaker is once again facing backlash. This time, however, the issue stems from a promotional tie-up with Marvel’s Spider-Man: Brand New Day.

Since late July, owners of compatible models have been greeted by a Spider-Man promotional banner on their infotainment display each time they start their car. Tapping the banner launches an animated experience that uses the vehicle’s audio system and ambient lighting to “enhance” the promotion.

Alongside Spider-Man is what appears to be a new SUV from the German automaker, which seems to be the BMW iX3 SUV. According to Engadget, the vehicle appears to be the iX3 Flow variant, a special concept created in “close collaboration with Sony Pictures and Marvel”.

In a statement to The Autopian, the company confirmed that the promotional content is genuine and is “part of a broader brand partnership with the film”. An official press release also states that the campaign is running in more than 70 countries from 27 July to 10 August, although it does not specify which countries are included. It is being rolled out to vehicles “equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, as well as a production date after 7/2020”.

In light of the situation, some BMW owners have expressed their frustration, arguing that promotional content in their vehicles cheapens the premium ownership experience. Some took to social media to voice their disappointment, with many arguing that the company is trying to squeeze even more out of customers who have already paid a premium for their vehicles.

What seems to be even more infuriating to some is that the move appears to contradict the company’s earlier stance. If you may recall, back in 2023, Stephan Durach, BMW Group’s Senior VP, explicitly said that the company had no plans to sell advertising space inside its vehicles, describing them as a “private space”.

Since the campaign is scheduled to run until 10 August, it doesn’t look like the company will be pulling the plug anytime soon. That said, the company maintained that the full promotional experience only launches if the user “proactively initiates it on their vehicle’s touch screen”. In other words, if you don’t want to watch it, just don’t tap the banner.

It’s also worth noting that this isn’t the first time that the automaker has drawn criticism over monetisation. If you may recall, the automaker previously attempted to charge customers a subscription fee to activate heated seats, despite the hardware already being installed in the vehicle. The plan ultimately drew significant backlash, prompting BMW to abandon it.

(Source: Engadget, The Autopian, BMW)

Updated 4:33 pm, Wed, 5 August 26