BMW Is Showing Full-Screen Ads on Its Cars' Main Dashboard Control Display
BMW has begun displaying full-screen advertisements on the dashboard screens of its vehicles, marking a shift from its previous stance against in-car commercials. This move follows the company's controversial history of monetizing vehicle features through subscriptions, such as heated seats.
Give feedback Tools Tools move to sidebar hide Actions Read Edit Edit source View history Give feedback General What links here Related changes Printable version Permanent link Page information Cargo data Appearance move to sidebar hide From Consumer Rights Wiki On July 27, 2026, BMW began delivering a full-screen Spider-Man: Brand New Day movie advertisement to the dashboard Control Display (the car's main center screen) of customer BMW vehicles, placing a branded third-party advertisement in cars their owners had already bought. [ 1 ] [ 2 ] The advertisement appears as a banner at car startup that the driver clicks to play a full-screen animation with backing music and an ambient-lighting light show, and it has been available in more than 70 markets since July 27, 2026, scheduled to run through August 10, 2026, on suitably equipped vehicles running BMW Operating System 7, 8, 8.5, 9, or OS X built after July 2020. [ 1 ] [ 3 ] As recently as December 2023, BMW's connected-company senior vice president Stephan Durach had stated on record that the company would not sell in-car screen space to play a commercial , calling the car a private space. [ 4 ] BMW described the animation to The Autopian as part of a broader brand partnership with the film, the automotive slice of a Sony Pictures promotional campaign that Deadline valued at a record $309 million in worldwide media value. [ 2 ] [ 5 ]
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