BMW ads on all post-2020 cars
BMW pushed a Spider-Man branded pop-up ad to all cars running its OS made after 2020, confirmed as a paid brand partnership running July 27–August 10.
Where this was said
BMW x Spider-Man: Ads in Your $60,000 Car
At 12:53 · chapter starts 12:42
Andrew breaks the news: BMW embedded a Spider-Man branded pop-up into its infotainment OS across all cars made after 2020, running July 27–August 10 as a confirmed brand partnership. [1] — Andrew Manganelli "BMW pushed Spider-Man promotional content to every car made after 2020 as part of a confirmed paid brand partnership. The same company whos…" 12:42 The ad uses ambient cabin lighting as part of the experience, making it feel even more invasive. Marques draws an analogy to a smart TV in your house playing surprise ads — except your car is more like your home than a Samsung TV. The irony is sharp: BMW's Senior VP of Connected Company Development said in 2023 that he didn't see selling the car screen for commercials as appropriate, calling it 'a private space.' Ellis delivers the defining observation: there are only two successful business models — the Apple/Nike/Hermès premium markup, or the Fortnite model of constant seasonal upsells. [2] — Ellis Rovin "There are two business models: the Nike/Apple/Hermès premium markup model, or the Fortnite season-pass model of constant upsells. BMW is a …" 15:53 BMW forgot it's supposed to be the first kind. David labels it textbook enshittification — you already paid for the car, now they want more. The crew agrees that a hidden Easter egg version of the same content would have gone viral for the right reasons, but the forced pop-up approach burned goodwill for a paycheck.
BMW's Spider-Man Ad Was a Paid Brand Deal
BMW pushed Spider-Man promotional content to every car made after 2020 as part of a confirmed paid brand partnership. The same company whose Senior VP said the in-car screen is 'a private space' in 2023 just sold that space to Sony Pictures.
BMW VP called car screen 'private space'
In 2023, BMW's Senior VP of Connected Company Development explicitly said he didn't see selling the car screen for commercials as appropriate, calling it a private space.
Two Ways to Run a Luxury Business — BMW Chose Wrong
There are two business models: the Nike/Apple/Hermès premium markup model, or the Fortnite season-pass model of constant upsells. BMW is a luxury brand that just chose to be Fortnite — and that philosophical confusion is why customers are furious.
Ford Fathom: America's Cheapest EV Might Be a Truck
Ford's Fathom electric truck starts at $28,350 — cheaper than the F-150's $37,000 MSRP. America has waited 15 years for a sub-$30K EV that doesn't suck, and it might arrive as a pickup truck first.
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