For certain BMW owners, enormous car payments aren’t the only rude reminder that they don’t actually own their ride yet: now, irritating in-vehicle commercials will send them the same message.
Starting last week, the German automaker started blasting a promotion for the new Spider-Man movie into its customers’ cars without warning — because nothing says riding in luxury like a full-vehicle pop-up ad. BMW, showing that it was about as in-touch as its drivers are familiar with turn signals, teased the promotion as a “special surprise.”
According to The Autopian‘s coverage and the heaps of complaints online, the ad appears on the center console screen when you start up the car. When the ad’s done playing — a cheap looking animation that doesn’t come close to warranting all this hubbub — it even has the gall to ask you to scan a QR code.
While it does give you the option to play or skip the “festive animation,” it’s still an annoying extra step drivers have to take before pulling up the map they need or the music they want to listen to. It’s also a breach of trust: drivers keep their cars connected so they receive critical software updates, not unexpectedly see ads when they’re trying to hit the road.
