BMW owners baffled as Spider-Man ad appears on infotainment screens

BMW has found itself in hot water over its vehicles’ interior functions again, although this time it is not about a subscription service.

Owners across the United States report seeing an unsolicited ad for the new Spider-Man movie appear on their infotainment screens.

According to reports, a new Spider-Man tile has appeared among the apps. Pressing it starts the ad, showing a BMW driving through a city with Spider-Man swinging above it.

The ad finishes with a promotional banner, a QR code, and the text “BMW and SPIDER-MAN BRAND NEW DAY” and “EXCLUSIVELY IN CINEMAS”.

BMW has addressed the commercial in a press release, calling it a “special surprise” for vehicles produced after mid-2020.

“To celebrate the partnership with Spider-Man: Brand New Day, BMW has a special surprise for its drivers. The Spider-Man Animation will be available (in participating markets) to all customers with suitably equipped vehicles from 27 July to 10 August,” the statement says.

“Starting the car brings up a special banner in the Control Display. Clicking on it then activates the Spider-Man animation, comprising a full-screen festive animation in the Control Display with aptly chosen backing music and an accompanying light show courtesy of the ambient lighting system.

“These festive animations will be available in more than 70 countries worldwide for 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.”