The commercials are here to stay. And now the Stellantis Group has decided to show them in brand new cars. Starting in the US with Jeep.
Advertising in new cars is evolving, and infotainment systems are one place where they can appear.
The Stellantis Group, which is behind car brands such as Jeep, has begun experimenting with displaying advertisements in the infotainment systems of its latest cars.
However, these are advertisements for the group itself. Among other things, information about Mopar warranties is displayed every time the cars are stationary.
This practice has already met with resistance from both car owners and automotive industry experts, according to FuelArc News .
Many car owners consider their car a space where they can relax and concentrate on the road. The introduction of pop-up ads risks disrupting this balance and creating irritation, critics say.
The commercials are part of an agreement between Stellantis and Sirius XM, which supplies the infotainment system for the cars.
Although it is possible to close the ads by clicking on a cross in the corner of the screen, several car owners have expressed frustration at having to interact with ads on a screen that is primarily intended for important functions such as GPS navigation and operating the car's settings.
At a time when car prices are generally high, this strategy can make car owners feel that they are being exploited financially. Instead of feeling valued as customers, they may feel that money is being made off them in a way that they do not like.
This situation has drawn comparisons with other companies, where Stellantis is seen as part of a trend to commercialize previously private and advertising-free areas.
There is concern among car owners that Stellantis' approach could lead to other car manufacturers following suit with similar strategies.
But there is also a risk that it could have the opposite effect, where customers start to perceive it as a disadvantage and choose cars from other brands.
If advertising displays in infotainment systems become more widespread, it could lead to a strong reaction from car owners, especially in Europe, where consumers often attach great importance to privacy and ease of use.
In countries like Denmark, where there has been an intense debate about privacy in recent years, such technology could face significant resistance if introduced to the European market.
According to FuelArc News, car owners believe that car manufacturers should take their concerns very seriously. Or at least consider how the driving experience will not be disrupted, but rather what it already is.
Stellantis is, however, far from the only one looking to make extra money from their cars. BMW and Audi have come under heavy criticism in recent years for hiding features like heated seats behind a paywall. Read more about it here .
