Overview
- BMW deployed the Spider‑Man banner to eligible cars through an over‑the‑air update that began on July 27 and will run through August 10, adding a 19‑second animation in the Festive App.
- The feature appears only on BMW models built after July 2020 running iDrive OS 7, 8, 8.5, 9 or X and does not play automatically because drivers must tap the on‑screen banner to view the animation.
- BMW described the activation as an optional 'brand experience' linked to a marketing partnership with Sony/Marvel and said it has no plans to introduce routine advertising into vehicles.
- Owners posted widespread complaints on forums and social media, criticizing unsolicited promotional content on paid infotainment screens and asking for an explicit opt‑out or clearer controls.
- The episode revived earlier controversies over BMW’s post‑sale software monetisation and a 2023 executive remark that the cabin is a 'private space,' prompting calls for clearer consent rules and closer regulatory scrutiny.