BMW: Annoyed by Advertising | heise autos
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“BMW has a special surprise for its customers, says the German car manufacturer. This refers to animated advertising for a movie that is shown to the occupants of the vehicle on its Control Display every time the car is started. “These festive animations are available worldwide in more than 70 countries for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, and with a production date after July 2020.
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The animation is full-screen and appears every time such vehicles are started for 15 days, from July 27 to August 10, 2026. Anyone who dares to tap the animation will, according to the press release, trigger “a festive full-screen animation in the Control Display with appropriately selected background music and a accompanying light show from the ambient lighting system.
BMW<br>BMW's Senior Vice President Stephan Durach is responsible for the in-car spam. At the end of 2023, he still rejected such advertising. MediaPost, a US publication for the advertising industry, quoted BMW Manager Durach at the time as saying: “Ultimately, I think the car is your last private space. You can do whatever you want there, all by yourself (...) Selling the screen to play ads -- I don't see that. It's a private space.
What prompted Durach's change of opinion is one of the questions heise autos asked BMW on Tuesday evening.
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This article was originally published in
German.
It was translated with technical assistance and editorially reviewed before publication.
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