BMW faces driver backlash over in‑car Spider‑Man ad

BMW Spider‑Man: Brand New Day in‑car advertising driver backlash Stephan Durach

BMW has rolled out a promotional animation for the Marvel film *Spider‑Man: Brand New Day* on the infotainment screens of certain models. The animation is available in more than 70 markets for BMW vehicles built after July 2020 that run BMW Operating System 7, 8, 8.5, 9 or X. It runs from 27 July to 10 August 2026. When the car is started a banner appears on the Control Display; drivers must tap it to launch a full‑screen animation that includes music and a synchronized ambient‑lighting show.

BMW calls the experience a “special surprise” and says it is not classic advertising. The company’s senior vice‑president for Connected Company Development, Stephan Durach, had previously stated in 2023 that BMW would not sell dashboard screen space for ads. The current promotion has triggered a wave of criticism on social media, with owners accusing BMW of cheapening its luxury image and breaking its earlier promise not to monetize the cockpit. The backlash echoes a 2023 controversy when BMW withdrew a paid‑subscription model for heated seats after similar customer outcry.

Entities: BMW Group · BMW Operating System · BMW iX3 · Marvel Studios · Sony Pictures · Spider‑Man · Spider‑Man: Brand New Day · Stephan Durach · iDrive

Claims

What the coverage asserts, and how well corroborated each claim is across sources.

[● 20 SOURCES] Eligible vehicles are those built after July 2020 and running BMW Operating System 7, 8, 8.5, 9 or X. (All articles)
[● 19 SOURCES] Owners expressed backlash on social media, criticizing the ad as cheapening the brand and violating a prior promise not to sell screen space. (All articles)
[● 19 SOURCES] BMW described the promotion as a “special surprise” and part of a broader brand partnership with the Spider‑Man film and Sony Pictures. (All articles)
[● 19 SOURCES] BMW displayed a Spider‑Man animation on the control display of eligible vehicles from 27 July to 10 August 2026. (All articles)
[● 19 SOURCES] The animation is triggered by a banner that appears when the car is started; users must tap the banner to view a full‑screen animation with music and synchronized ambient lighting. (All articles)
[● 27 SOURCES] The promotion is available in more than 70 countries. (BMW press release and multiple news articles)
[● 13 SOURCES] BMW withdrew a subscription model for heated seats in 2023 after customer backlash. (All articles)
[● 13 SOURCES] In 2023, BMW senior vice‑president Stephan Durach said the company would not sell dashboard screen space for advertising. (All articles)
[● 19 SOURCES] BMW displayed a Spider‑Man: Brand New Day animation on dashboard screens of eligible vehicles from 27 July to 10 August 2026. (All articles)
[● 19 SOURCES] BMW described the promotion as a “special surprise” and part of a broader brand partnership with Sony/Marvel. (All articles)
[● 19 SOURCES] The animation includes full‑screen video, music and synchronized ambient lighting. (All articles)
[● 16 SOURCES] BMW previously pledged not to sell dashboard screen space for advertising, a statement made by senior vice‑president Stephan Durach in 2023. (All articles)