Marketers have no limits. I was just thinking yesterday about how nice it used to be to avoid constant targeted advertisements (my 10-year-old self watched as many Life Alert commercials on the Game Show Network as any elderly person). Today, they are inescapable—not even in your vehicle. I’ve mentioned Stellantis brands doing this twice already in 2025, and now, it’s Subaru displaying pop-up ads for SiriusXM on owners’ infotainment screens.
The Autopian published a story regarding the blatant push notifications on Monday, and it took only a brief search to uncover more instances. This occurred around Thanksgiving, as the campaign urged drivers to “Enjoy SiriusXM FREE until 12/1.” That day has come and passed, but not without frustrating many Subaru owners.
“I have received this Sirius XM ad several times over the past few years,” the caption on the embedded Reddit thread states. “This last instance was the last straw as I nearly crashed because of it. My entire infotainment screen changed, which diverted my gaze from the road and since I was driving 55mph in winter conditions, I veered a bit and slid, almost going into a ditch. This wouldn’t have occurred had this ad not appeared.
“This is unacceptable. It must be stopped. I made a direct request to Subaru to halt all ‘in motion’ advertising immediately.”
I tend to agree that changes on the screen while driving are overtly distracting. Numerous vehicles prevent you from navigating the settings menus while in motion for that very reason. Whether it could cause you to veer off the road isn’t entirely the issue; it’s that, when screens have become larger than ever, they demand your attention at inappropriate times.
The subsequent complaints from Subaru owners to the National Highway Traffic Safety Administration underscore this point:
At least one owner of a 2024 Crosstrek reported that the pop-up commandeered their screen even while utilizing Apple CarPlay. To force-close an application that’s in use, solely for advertising purposes, is especially outrageous.
The Drive reached out to Subaru for their take on the marketing strategies. A spokesperson replied, “We will discuss those messages in a forthcoming meeting and will consistently take customer feedback into account. This is the first we’ve been alerted to any issue. Those messages occur only twice a year, around Memorial Day and Thanksgiving, to inform customers that all channels are accessible for about two weeks.”
Reddit posts stretching back to 2023 reveal owners criticizing in-car notifications.
I mentioned it previously in my article about Stellantis’ infotainment advertisements, and I’ll reiterate: This is likely to get worse. Auto manufacturers and their partners possess this kind of access, and if you think they won’t leverage it to possibly generate more revenue, you might be a bit overly optimistic. If an automaker is willing to produce a film about how much data they collect from you, then they certainly won’t hesitate to display an exclusive offer for special customers when it’s time to boost year-end sales figures.
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**Subaru Owners Share Discontent Over In-Car Pop-Up Advertisements for SiriusXM**
Recently, Subaru owners have expressed their discontent regarding the emergence of in-car pop-up advertisements for SiriusXM services. This feature, which manifests on the infotainment systems of various Subaru vehicles, has ignited a surge of frustration among drivers who feel it detracts from their overall driving pleasure.
**The Concern at Hand**
Subaru automobiles equipped with the newest infotainment systems have started showcasing unsolicited advertisements for SiriusXM subscriptions. These pop-ups can disrupt navigation, music playback, and other crucial functions, leading to an annoying experience for both drivers and passengers. Many Subaru owners have taken to online platforms to relay their concerns, emphasizing the intrusive nature of these ads and their effect on their enjoyment of the vehicle.
**Consumer Feedback**
The response from Subaru owners has been predominantly negative. Numerous drivers report that the advertisements surface unexpectedly, often at critical junctures such as while navigating through traffic or adjusting settings. This has raised safety red flags, as distractions from in-car technology can elevate risks on the road. Furthermore, some owners believe that the presence of ads undermines the upscale ambiance of their vehicles, which are often promoted for their quality and dependability.
**Company Reaction**
In light of the backlash, Subaru has acknowledged the grievances and indicated that they are reviewing customer opinions. However, the company has yet to provide a definitive timeline for any potential adjustments to the advertising model or the infotainment system. This absence of immediate measures has left many Subaru owners feeling overlooked and dissatisfied.
**The Larger Picture**
The trend of in-car advertisements is not exclusive to Subaru; several automakers are investigating new revenue opportunities through collaborations with service providers like SiriusXM. While some consumers might appreciate the availability of diverse content and services, the implementation of intrusive ads poses questions regarding the balance between monetization and user experience.
**In Summary**
As Subaru navigates this predicament, the complaints of disgruntled owners serve as a reminder of the significance of user experience in automotive technology. The incorporation of advertising into in-car systems must be handled with care, ensuring that it enhances rather than detracts from the driving experience. For now, Subaru owners remain hopeful for a resolution that honors their preferences and preserves the integrity of their vehicles.