BMW owners around the world have taken to social media after their vehicles displayed a promotion for the latest Spider-Man: Brand New Day film on their infotainment screens. The BMW 5 Series also appears in the film, with BMW saying the partnership “underlines the BMW commitment to combining innovation, technology and cultural relevance”. Camera Icon Supplied Credit: CarExpertBMW is not the first automaker to face criticism for displaying promotional material inside customer vehicles. Stellantis, which owns brands including Jeep, Fiat, Ram and Peugeot, attracted controversy in 2024 and 2025 when advertisements appeared on the infotainment screens of some customer vehicles. Camera Icon Supplied Credit: CarExpertOther automakers, including Subaru, Tesla and Ford, have also explored forms of in-car promotion or advertising.