BMW has announced a new collaboration with Sony Pictures for Spider-Man: Brand New Day, with the BMW iX3 and BMW 5 Series Sedan playing key roles in the latest instalment of the blockbuster superhero franchise. The partnership highlights BMW’s latest technologies and coincides with the launch of the first Neue Klasse production model.
The film premiered on July 27 and will be released exclusively in cinemas on July 31, 2026.
BMW iX3 takes centre stage
The all-new BMW iX3, the first production model based on the Neue Klasse platform, features prominently throughout the film alongside the BMW 5 Series Sedan.
BMW says both vehicles are integrated into the storyline rather than serving as simple product placements, showcasing technologies such as:
- BMW Panoramic Display
- Advanced driver assistance systems
- Panoramic glass roof
- Sport Mode driving dynamics
The collaboration is intended to introduce BMW’s next-generation technology to a global audience through one of cinema’s biggest franchises.
One-off BMW iX3 Flow revealed
To celebrate the partnership, BMW has unveiled the BMW iX3 Flow – Spider-Man: Brand New Day, a unique concept vehicle inspired by Marvel’s iconic superhero.
The one-off model features:
- Full-colour E Ink Prism™ exterior technology
- Animated Spider-Man-themed graphics
- Dynamic bodywork that changes appearance
- Design inspired by Spider-Man’s movements and cinematic universe
Following the film’s premiere, the special edition iX3 will be displayed at BMW Welt in Munich until September.
Exclusive Spider-Man animation for BMW owners
BMW is also rolling out a special Spider-Man animation for compatible vehicles in more than 70 countries.
Available from July 27 to August 10, the feature includes:
- Spider-Man-themed startup animation
- Full-screen display on the infotainment system
- Custom soundtrack
- Ambient lighting sequence
The animation is supported on vehicles equipped with:
- BMW Operating System 7
- BMW Operating System 8
- BMW Operating System 8.5
- BMW Operating System 9
- BMW Operating System X
It is available on compatible BMW models built after July 2020.
Promotional campaign
BMW has also released a promotional film titled The Big Screen, featuring a father and son charging their BMW iX3 before unexpectedly encountering Spider-Man.
Rather than focusing solely on the vehicle, the short film integrates the car’s technology naturally into the story while connecting BMW’s latest products with the Marvel universe.
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Final take
The collaboration with Spider-Man: Brand New Day provides BMW with a high-profile platform to showcase the Neue Klasse and the all-new iX3 to a global audience. Alongside the film appearance, the one-off iX3 Flow concept and exclusive in-car Spider-Man experience demonstrate BMW’s continued focus on combining technology, entertainment and digital innovation as it enters a new era of electric mobility.
