On July 27, 2026, BMW began delivering full-screen Spider-Man: Brand New Day advertisements to the dashboard Control Displays of customer vehicles. The banner ad appears at startup, requiring a click to play a full-screen animation with music and ambient lighting effects. Available in over 70 markets through August 10, 2026, the campaign targets BMWs running Operating System 7, 8, 8.5, 9, or OS X built after July 2020.

This move contradicts BMW's December 2023 public stance when senior vice president Stephan Durach stated the company would not sell in-car screen space to commercials, calling the car a private space. The heated-seat subscription controversy in 2020, which charged drivers recurring fees for already-installed features, was similarly reversed after buyer backlash.

BMW framed the Spider-Man animation as part of a broader brand partnership with Sony Pictures, whose promotional campaign Deadline valued at a record $309 million in worldwide media value. The automotive component included a special-edition i X3 featured at the Los Angeles premiere. BMW noted vehicles like the BMW i X3 appeared in the film itself.

Critics, including The Autopian's Jason Torchinsky, objected to the deployment on ownership grounds, comparing it to a mortgage company placing a billboard in a homeowner's yard. BMW had previously abandoned similar post-sale monetization efforts following consumer pushback.