German automotive manufacturer BMW has switched to a new advertising application in its in-car multimedia systems. The company has started to display movie trailers on the infotainment screens of its models.

These ads appear to owners of compatible vehicles between July 27 and August 10. This promotional banner, themed “Spider-Man: Brand New Day,” appears on the drivers’ multimedia screens.

Reactions to the advertising application

When drivers click on the promotional banner, they are greeted with a full-screen animation supported by music from the movie. During this visual experience, the vehicle’s ambient lighting also moves in sync with the animation.

BMW emphasizes that these ads are not played automatically and that drivers can ignore the banner and continue using the system as usual. However, despite these statements, the company has faced harsh criticism from users and the automotive world.

The presence of commercial content on the screens of luxury vehicles, which are purchased at high prices or used with monthly payments, is viewed negatively by many users. Drivers express their discomfort with seeing advertisements in their vehicles, which are their personal space, through social media platforms and car forums.

Users are uncomfortable with commercial content

Although the fact that the advertisement does not start automatically and depends on user consent is seen as somewhat positive by some, the general reaction continues. Car owners argue that the use of infotainment systems for commercial purposes is unacceptable.

This practice, which has caused a wide stir in the technology world, is opening up a discussion about the end of digital advertising in the luxury car segment. Users are reacting to the fact that advertisements, which they encounter everywhere, are now even entering their vehicles, and are questioning the brand’s strategy.

Do you think showing this type of promotional content on the multimedia screens of luxury cars is a real practice?