BMW pushes a Spider-Man ad to dashboards it once called a private space
A promotion for Spider-Man: Brand New Day is running on BMW infotainment systems in post-2020 vehicles across more than 70 countries through August 10, 2026, offering a 19-second animated spot with music and synced ambient cabin lighting. In 2023, BMW's Stephan Durach had dismissed dashboard ads, calling the screen "a private space." The backlash centers on the proof of capability: BMW can push branded content over the air to millions of cars people already own.