BMW Executive in 2023: No Plans to Sell in-Vehicle Ads

Tanya Gazdik, reporting for MediaPost back in December 2023:

Despite the ever-expanding screens in its vehicles, including an available 31-inch backseat theatre screen, BMW has no plans to sell advertising on any of them. Radio commercials are intrusive enough, says Stephan Durach, the brand’s senior vice president, connected company development.

“At the end of the day, I think your car is your last private space,” Durach told a small group of media members last week during a roundtable discussion. “It’s where you can do whatever you want by yourself — you have the right temperature, the music you want. To say I’m selling the screen to play a commercial — I don’t see it. It’s a private space.”

So much for that.

BMW has not been afraid to push the envelope to find new ways to make money. The automaker was the first to charge a fee for heated seats in its vehicles in some overseas markets. But earlier this fall, the automaker dropped the heated seats subscription option after customers expressed discontent for having to pay to unlock existing functions in their cars.

“Discontent” is doing a lot of work there.

I got this MediaPost link from this article in Der Spiegel, regarding the outrage over the Spider-Man ad BMW injected into the dashboards of its vehicles around the world last week. The Der Spiegel article is in German, but according to Safari’s translation to English, a BMW spokesperson had the temerity to claim that the Spider-Man promotion is not an advertisement, but instead “a special surprise for its customers”, and that it is “not intended to advertise the film or serve as a conventional film trailer. In this respect, it is also not classic advertising — and no advertising will continue to be displayed in the vehicle.”

If BMW was paid by Sony for this, it’s by definition an advertisement. If I owned a BMW and this fucking thing showed up on my dashboard I’d feel compelled to take it back to the dealership and drive it right through the window into the showroom, to reciprocate with “a special surprise” for them.

★ Thursday, 6 August 2026