South Korea · U.S. · The Atlantic Technology
In 2022, BMW itself shipped that, in countries including the U.K. and South Korea
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In-car advertisements are the obvious next step.
Key facts
- In 2022, BMW itself announced that, in countries including the U.K. and South Korea, drivers would have to pay $18 a month to activate the heated seats already built into cars
- Their Tesla wants me to pay $10 a month for “premium connectivity” to access Spotify or Netflix through the touch screen, adding a monthly payment on top of the monthly payment the reporter already pay to access
- New-car prices have reached an average of nearly $50,000, and Americans may be reaching a breaking point
- Click on the prompt, which appears in most BMWs made after 2020, and the touch screen is taken over by a commercial for Spider-Man: Brand New Day, the latest movie in the Marvel franchise
Summary
What does a roughly $100,000 BMW 7 Series get you? Click on the prompt, which appears in most BMWs made after 2020, and the touch screen is taken over by a commercial for Spider-Man: Brand New Day, the latest movie in the Marvel franchise. Many BMW drivers have not been thrilled by this uninvited pitch for Peter Parker. “Stupid and annoying and totally unnecessary,” one user posted on a BMW Reddit forum. A few other carmakers, such as Stellantis, have attempted in-car advertising before in the United States, but not a luxury brand like BMW. That’s because cars are becoming “smartphones on wheels.” No longer is your vehicle a static piece of machinery governed by physical switches and buttons. But with great connectivity comes great responsibility.