In one way or another, bats have something to do with waves, and echoes. What exactly, though, doesn't seem to be clear. They navigate in the darkness of night and are therefore shown with a dark background.
The advert comes below the caption natural simplicity and in the first line they emphasize the user-friendliness of their devices. Then comes a long text with words as easy, intuitive, simple, efficient, and by nature. They close with … what's more natural? What the bat can do without thinking, we can now also just as easily with the right device. It clearly is a variation of the Learnt from Mother Nature theme.
The story starts well enough with a row of wavefronts advancing from the animal towards the car. They have it correct that bats emit waves in order to see in the dark of the night. Bats activily emit ultrasonic waves for their echolocation. The car's system, however, … uses an infrared camera that continuously scans an area up to three hundred meters in front of the car in the dark … on which all objects that radiate heat light up. It therefore clearly is a passive system working in an entirely different frequency range — bats operate in the Khz range, while infrared goes in the THz frequencies, that is 10³ versus 10¹².
Bats are obviously not the best choice as Nature's counterpart of their device. Some snakes, fishes, and frogs can sense infrared radiation and would have been a better choice. But perhaps car brands are not keen on being associated with these animal groups.
† We have many advertisements with dolphins and the features which are most appealing for copywriters are intelligence, communication, and freedom. Echolocation is mentioned in only one advertisement from 2001, about sensors.