Subaru drivers are speaking out after a number of complaints surfaced online about full-screen ads taking over dashboard touchscreens — sometimes while the vehicle is in motion. Many owners say the pop-up ads are distracting and potentially dangerous, and some have now filed complaints with the National Highway Traffic Safety Administration (NHTSA).
The controversy started gaining more attention shortly before Thanksgiving, when a Subaru owner posted to Reddit about an ad that took over his 11.6-inch infotainment screen while driving. The ad promoted a free trial of SiriusXM, giving drivers the option to “Listen Now” or close the message. The driver, who owns a 2024 Crosstrek Wilderness, said the screen takeover caused him to take his eyes off the road, and he nearly slid off into a ditch.
“I almost wrecked because of it,” he wrote. “This is unacceptable. It needs to be stopped.” He urged other drivers to file complaints with NHTSA to get the issue on the radar of federal regulators.
Other drivers quickly responded with similar experiences. Some said they had seen the ad pop up while entering highways or during other moments when attention should be on the road, not on dismissing ads. One user said the ad took over his AC controls and CarPlay navigation system, leaving him no choice but to touch the screen to regain control of basic functions while still driving.
The issue appears to involve SiriusXM promotional messages, which, according to Subaru, are shown twice a year — once around Memorial Day and again near Thanksgiving. In a statement provided to several media outlets, Subaru of America said the company is aware of the feedback and is reviewing it internally.
“This is the first we’ve heard of any issue,” the company said. “We will discuss those messages in an upcoming meeting and will always consider customer feedback.”
But this wasn’t the first time the problem had come up. Earlier this year, another Reddit user posted about a SiriusXM ad that filled their screen and offered only a phone number to respond. Some commenters pointed out that you can log into the SiriusXM website and opt out of these “in-vehicle messages” — though others, including popular YouTuber Louis Rossman, criticized that workaround. “If I don’t have any business with SiriusXM,” Rossman said, “then I should not have to sign up for an account just to stop the ad.”
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Subaru Drivers Say Ads Are Taking Over Their Cars’ Screens, Even at Highway Speeds.
Why are car buyers allowing this crap in their cars. People are paying outrageous prices for new cars the least they should expect is NO ADVERTISEMENTS OF ANY KIND.— cattastrophe (@cattastrophe5) December 4, 2025
Some have also wondered aloud whether such advertising could fall under state lemon laws — especially when the ads interfere with safety features or required driver functions. No formal lawsuits have been filed at this time, but conversations continue online.
This issue with Subaru comes as many automakers are exploring ways to bring in extra money through tech features. Subscription-based services are now common, with companies offering everything from remote start to heated seats as paid upgrades. Toyota, for example, charges up to $25 per month for services like unlocking doors and using remote start features. Volkswagen made headlines recently by charging owners of the ID.3 in the U.K. over $20 a month just to unlock additional horsepower in the car’s electric motor.
since @SecDuffy and the @NHTSAgov wont do anything, can you ask him why ads are being allowed to expand the whole screen of our cars? Distracted driving/handsfree loophole allows auto manufacturers like @subaru_usa to push maintenance/subscription ads WHILE in “Drive” at 70mph.… pic.twitter.com/8gWd7MAsHt
— EvilleInTheSky (@EvilleInTheSky) December 4, 2025
Meanwhile, Stellantis — which owns brands like Dodge, Chrysler, and Jeep — has also faced complaints about in-vehicle ads. But most of those ads have been for other Stellantis products, and there have not been reports of those ads appearing while driving. Subaru drivers, by contrast, say their dashboard ads are promoting third-party services, such as SiriusXM or even NFL content.
Many car buyers are already stretched thin. According to Kelley Blue Book, the average price for a new vehicle hit $50,080 this past September — a record high. Most loans are now spread over six to seven years, and monthly payments are climbing. Even so, manufacturers continue looking for new revenue streams, including advertising space inside the car itself.
For now, Subaru says they’re listening to customer concerns. But if the complaints keep coming — especially those tied to safety risks — regulators may get involved.
