BMW has secured a major role in Sony Pictures’ Spider-Man: Brand New Day, placing its electric iX3 and 5 Series Sedan directly into the storyline.
The movie will open exclusively in cinemas on July 31, 2026. Destin Daniel Cretton directed the film. Its cast includes Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo.
Sony’s synopsis follows an adult Peter Parker who fights crime full-time in a world that no longer remembers him. Mounting pressure triggers a dangerous transformation while a mysterious threat puts New York and his loved ones at risk.
BMW Links Neue Klasse Era With Spider-Man
The electric iX3 is the first production model on BMW’s Neue Klasse platform. BMW paired it with the 5 Series Sedan for scenes that make both vehicles part of the plot.
The appearances showcase the BMW Panoramic Display, driver-assistance technology, panoramic glass roof and Sport Mode driving dynamics. BMW aims to introduce its next electric era to Spider-Man’s global audience.
Bernd Körber, Senior Vice President BMW Brand and Product Management, said: “The launch of the Neue Klasse and Spider-Man™: Brand New Day could not be more fitting. Both stand for a bold new beginning and the confidence to shape what comes next. We are proud to accompany this new Spider-Man™ chapter with the BMW iX3, our first model of the Neue Klasse.”
BMW said the official trailer became the first movie trailer to surpass one billion views in four days. The milestone gives the carmaker major exposure as it promotes its Neue Klasse vehicles.
Color-Changing iX3 Leads Global Campaign
BMW also created the one-off iX3 Flow Spider-Man: Brand New Day with Sony and Marvel. Full-color E Ink Prism panels cover its exterior and produce graphics inspired by Spider-Man’s colors, movement and energy.
The moving bodywork turns the vehicle into a comic-inspired visual feature. BMW unveiled it at the film’s July 27 premiere and will display it at BMW Welt in Munich until September.
Customers in participating markets can access a special Spider-Man animation from July 27 through August 10. Starting an eligible BMW brings up a banner on its central Control Display.
Drivers can tap the banner to launch a full-screen animation with music and a synchronized ambient-lighting show. BMW will make the feature available in more than 70 countries.
Eligible cars require suitable equipment and a production date after July 2020. They must run BMW Operating System 7, 8, 8.5, 9 or Operating System X.
BMW’s wider campaign includes a teaser called The Big Screen. It follows a father and son beside a charging iX3 before Spider-Man lands on the bonnet and swings away.
The partnership shows how BMW uses entertainment to present new vehicle technology beyond traditional showrooms. It also links the brand’s electric future with a globally recognised superhero franchise.
