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.

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