Subaru joins controversial list of carmakers experimenting with infotainment system pop-up ads

• Ads for Sirius XM are popping up in Subarus
• Japanese marque claims it has had no complaints
• A growing number of manufacturers are trialling in-car ads

According to reports from Subaru owners in North America, pop-up ads have started appearing on the infotainment systems of a number of models, causing a Reddit and forum-based outcry from those not pleased about the decision.

One Reddit user said an advertisement for Sirius XM popped up on the screen while driving at 55mph, and the owner stated they “almost wrecked because of it.”

This caused a number of other commenters to wade in on the thread, with some claiming it has only happened occasionally and, by ticking the ‘do not show me again’ button, it prevents the ads from appearing.

While others have said they receive the pop-up once or twice and week, claiming it “startles” them each time. One Reddit user said: “This seriously p*ssed me off when it happened to me, also when I was driving”.

The Autopian contacted Subaru for comment, but the Japanese marque claimed it was “the first we’ve heard of any issue” and that it hadn’t directly received any negative comments from customers until now.

In-car ads aren’t going away

Stellantis, which is the parent company of Jeep, Chrysler, Ram, Fiat, and many more, has hit the headlines on multiple occasions this year over reports that it too has been pushing pop-up ads to the infotainment systems of its models.

What’s more, users complained there was no way to opt out of the advertisements, with Setallantis claiming it was merely a glitch.

The various posts that surfaced on X showed the entire infotainment screen covered in a huge pop-up box notifying the driver about a loyalty cash bonus scheme, with a small cross in the top right hand corner requiring a jab of a finger to close it down.

At the time, The Autopian reached out to Stellantis, which said the "In-Vehicle Message (IVM) technology in the Uconnect system is an important link that helps Stellantis stay in contact with our owners at critical points in their ownership".

We have reported on other manufacturers partaking in similar activity, with Tesla's recent Tron: Ares update angering those owners who thought it felt too much like a promotional tie-in.

With automakers looking for new revenue streams, the Software Defined Vehicle (SDV) - one that can be automatically updated via over-the-air software packages - presents a golden opportunity to reach a captive audience.

While automakers might think it's fine to beam ads onto infotainment screens, hoping an owner will sign up for a deal when stuck in traffic, it has clearly struck a nerve with those who feel it is intrusive, overbearing, and, at the very worst, distracting to the point of being dangerous.

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