BMW Owners Fume Over Spider-Man Promo on Car Dashboards

BMW drivers in more than 70 markets got an unexpected surprise in late July 2026: a promotional banner for Sony's "Spider-Man: Brand New Day" appeared on their iDrive infotainment screens. " The campaign, tied to a broader BMW-Sony/Marvel partnership that included product placement in the film and a special-edition iX3 at the Los Angeles premiere, was set to run through August 10, 2026.

UK, Ireland, and Australia owners reported no such promotion.

The backlash was sharp, partly because BMW's own senior vice president for connected company development, Stephan Durach, said in December 2023 that the dashboard was "a private space" not for sale to advertisers. " Many took to Reddit and YouTube to vent, with some calling for the feature's removal.

BMW pushed back, insisting the animation was not advertising. A spokesperson said it was "only intended to be a fun experience" tied to the movie partnership, available for a limited time and visible only when drivers proactively open it on the touchscreen while the vehicle is stationary.

" Some coverage treated the episode as misjudged timing rather than betrayal, especially since other festive animations, like July 4th themes, drew no such criticism.