Electric Cars

Franz von Holzhausen, Tesla's influential design chief, has chosen a unique path for his personal Model S Plaid Signature Edition, chassis 001. Instead of pursuing performance enhancements, he entrusted the vehicle to Unplugged Performance for comprehensive preservation. This decision underscores the car's status as a collector's item and a symbolic conclusion to a significant production phase for the Model S line. The focus on safeguarding its original condition, both aesthetically and structurally, rather than boosting its already impressive power, sends a clear message about the value of originality in high-performance electric vehicles.

For 18 years, Franz von Holzhausen has been instrumental in shaping Tesla's automotive designs. His latest endeavor centers on the first Model S Plaid Signature Edition, a rarity with only 250 units ever built. This exclusive model, initially offered through invitation-only emails to a select clientele at a price point starting from $159,420, signifies a pivotal moment for Tesla, effectively concluding the Model S production as it was known. Rather than pushing its performance boundaries, von Holzhausen prioritized its long-term integrity, dispatching it to Unplugged Performance's facility in Hawthorne, California, for a meticulous preservation treatment.

Unplugged Performance, renowned for its Tesla tuning expertise, undertook a different kind of project for this particular Model S Plaid. The preservation regimen involved an exhaustive decontamination of every surface, ensuring a pristine base. Following this, the vehicle received a full-body paint protection film application, subsequently layered with a ceramic coating that extended to various painted components and wheel surfaces. Additionally, the interior windows were treated with a film designed to block ultraviolet rays and reduce heat, further protecting the cabin. This extensive process was about safeguarding the car's original splendor, emphasizing durability and aesthetic longevity over outright speed enhancements.

The Signature Edition distinguishes itself from standard Tesla models through its exclusivity and unique aesthetic details. Von Holzhausen's specific vehicle features a Garnet Red finish, a bespoke color that pays homage to the original Signature Red introduced with the Model S launch in June 2012. Complementing the exterior are gold badges and matching gold brake calipers, while the interior boasts an all-white leather upholstery and the distinctive yoke steering wheel. Mechanically, the vehicle retains its formidable tri-motor configuration, delivering 1,020 horsepower and 1,050 pound-feet of torque, enabling an astounding 0-60 mph acceleration in 1.99 seconds and a quarter-mile time of 9.23 seconds. When equipped with the Track Package, its top speed can reach 200 mph.

The introduction of the 250-unit Model S Plaid Signature series, alongside 100 Model X Plaid Signature units, culminated in a special event at the Fremont factory in May 2026. This gathering marked the end of production for both flagship nameplates, with Tesla framing it as a definitive end-of-line occasion, catering exclusively to pre-selected buyers rather than general orders. Von Holzhausen's decision to preserve his unit rather than modify it serves as a powerful statement that this generation of the Model S has reached its peak evolution, warranting its retention in its as-built state. This stance is expected to encourage collectors and owners to prioritize the preservation of these unique vehicles over performance modifications, underscoring the intrinsic value of their originality.

BMW customers are voicing strong objections after Spider-Man advertisements were displayed on their car dashboards without their explicit permission. This uninvited marketing initiative, promoting the film "Spider-Man: Brand New Day," was deployed across numerous countries, sparking significant debate among the luxury car brand's clientele. The incident has raised critical questions regarding the appropriateness of embedding advertisements within premium vehicles and the extent of user consent in such practices. Drivers are particularly concerned about the unsolicited nature of these promotional clips, arguing that their expensive automobiles should not be treated as platforms for third-party advertising.

The controversy stems from BMW's decision to integrate these "Spider-Man: Brand New Day" clips into the infotainment systems of vehicles without an opt-in mechanism for owners. This move has been widely criticized by the BMW community, with many owners feeling that the brand has overstepped its bounds and devalued the premium experience they paid for. The company, however, refers to these clips as "festive animations" designed to celebrate its collaboration with Sony and Marvel, rather than direct advertisements. This distinction has largely been rejected by owners, who perceive any promotional content for a commercial product as an advertisement, regardless of the company's categorization.

BMW Owners' Strong Reactions to Unexpected In-Car Ads

BMW vehicle owners have expressed considerable anger and disappointment following the sudden appearance of Spider-Man movie advertisements on their car's central displays. Many owners voiced their frustrations on online forums and social media, describing the unsolicited pop-ups as an invasion of their private space and likening the experience to owning an ad-supported gadget, rather than a luxury automobile. This sentiment was exacerbated by the fact that many felt they had no control over the content, prompting them to search through their car's menu systems to disable the animations. The consensus among the affected customers is that a premium vehicle should maintain a clear boundary against commercial interruptions, especially when those interruptions are unrequested.

The issue has deepened the rift between BMW and its customer base, particularly in light of previous statements from a senior BMW executive, Stephan Durach, who in 2023 affirmed that the car cabin was considered a private space and there were no intentions to sell advertising within it. The emergence of these Spider-Man clips, regardless of BMW's "festive animation" label, directly contradicts these assurances, leading to accusations of broken trust and misleading communication. Drivers are particularly sensitive to this given the ongoing discussions around data privacy and the increasing integration of technology into modern vehicles. They argue that receiving a movie promotion on a screen they've already invested heavily in blurs the line between ownership and a continuous consumption model.

Details of the Spider-Man Content Displayed in BMW Infotainment Systems

The content that sparked the widespread owner dissatisfaction was a brief, approximately 19-second full-screen animation featuring Spider-Man. This sequence began with a "Surprise!" banner notifying the driver of a Spider-Man animation, and upon tapping, initiated the clip. During the animation, Spider-Man was depicted vaulting over a BMW, accompanied by music and ambient lighting that synchronized with the video, creating an immersive experience within the car's interior. This feature was implemented without an explicit opt-in choice, leading to the perception of it being an intrusive marketing effort rather than a value-added entertainment element.

This particular Spider-Man animation was deployed to BMW vehicles manufactured after July 2020, specifically those running BMW Operating System 7, 8, 8.5, 9, or X, provided the "Festive App" was installed and available in the user's region. BMW clarified that the animation was optional and would only play if the driver interacted with the initial prompt on the Control Display, emphasizing that it did not override critical warning systems or forcibly play during driving. However, the core of the owners' discontent lies in the fundamental principle of having promotional material delivered to their private vehicle without prior consent or an easy opt-out mechanism, highlighting a growing tension between automotive brands and consumer expectations regarding in-car digital experiences.