A Spider-Man Ad Beamed Directly to Your Car
BMW has begun displaying unskippable advertisements for Marvel movies on the infotainment screens of its newer vehicle models. This move has sparked backlash from owners who view the in-car marketing as intrusive and inappropriate for a luxury vehicle.
Illustration by The Atlantic. Sources: Josefkubes / Getty; Seavector / Getty. August 5, 2026, 4:06 PM ET Share Save What does a roughly $100,000 BMW 7 Series buy you? With a few taps on the sedan’s massive touch screen, you can play Pac-Man while it parks itself. Last week, BMW added a new feature to its infotainment system: When drivers start up their car, they are greeted by the following message: “Surprise! Spider-Man just dropped on your BMW!”
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