Dear Car Manufacturers: Remove Your Advertisements from Our Vehicles

      metav3rse (Instagram)

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      You've heard it countless times: a car is usually the second-largest purchase for most people. This has never been more accurate than it is today. With rising costs and high credit prices (alongside other factors) inflating prices across the board, consumers are eager for affordable options. So, how are automakers addressing this demand? By attempting to extract even more money from their customers, of course.

      At 42 years old, I grew up during the time of "bean counters." These unlikable figures were blamed for every fantastic model that never reached our markets, every exciting performance feature left behind, and every piece that fell off American cars manufactured between 1979 and 1999. They were nothing but joy-stealers, cutting expenses at the cost of enjoyment—the ominous figures in the background instructing engineers that fun was off-limits.

      I never anticipated I would look back on that era with any nostalgia, but now, in 2026, the accounting autocracy of the late 20th century appears almost idyllic compared to the unsettling trends developing around us. Our latest reminder of how bleak things are comes from BMW (via @metav3rse on Instagram).

      Indeed, that's a promotion for Spider-Man… and the iX3, somehow? Presented in soft, comforting tones meant to calm you. It’s a charming, harmless little clip reminiscent of Google’s playful search doodles—remember when those felt innocent? It’s okay if you don’t; that phase faded nearly a decade ago.

      The Bavarians aren’t the only ones employing this tactic broadly. Jeep is doing it, and even Toyota will try to upsell you on a subscription for its infotainment service through its touchscreen interface. However, the example at hand is particularly blatant, especially since it’s not just promoting BMW components or accessories. It’s a full-blown advertisement for a non-automotive product—a movie, no less.

      This seems like something a marketing person might term a “cross-promotional opportunity” instead of “advertisement,” but it really means you’re watching two distinct ads: one for a Marvel film and the other for BMW. I wouldn't be surprised if there’s also some BMW product placement in the movie itself (and sure enough, there is), adding another layer to the euphemistically labeled corporate revenue exploitation. Isn’t that synergy just delightful!?

      I understand that automakers have accountants to please and shareholders to satisfy, but this kind of blatant greed benefits no one but the MBAs giving each other high-fives for their clever schemes. Enough is enough. Let’s get this off our screens.

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