BMW is forcing a weird Spider-Man ad onto its dashboard displays

Core Impact Points

• BMW is promoting the movie Spider-Man: Brand New Day on its dashboard displays, starting on July 27 and running until August 10.
• The ad appears on supported BMW vehicles worldwide, including the $61,500 iX3 SUV, which starts at $61,500.
• Customers are upset, viewing it as a luxury brand cheapening its image and forcing ads onto expensive vehicles.
• BMW's Senior Vice President for Connected Company Development, Stephan Durach, previously stated that BMW would never sell ads to display in its cars.
• The company has responded, saying that this is part of a broader brand partnership and the animation is only visible to drivers who proactively initiate it on their vehicle's touch screen.
• This move has sparked negative sentiment across social media and message boards, with some customers expressing outrage and disappointment.