Have you spotted Spider-Man's newest ride?

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BMW is bringing its latest electric vehicle technology to the big screen through a global partnership with Sony Pictures' Spider-Man: Brand New Day, placing two of its newest models at the heart of the superhero franchise's latest instalment.

The collaboration sees the BMW iX3, the first model built on the automaker's Neue Klasse platform, and the BMW 5 Series Sedan integrated into the film's storyline rather than appearing as traditional product placements.

According to BMW, the partnership is designed to connect the brand with Spider-Man's global, cross-generational fanbase while reinforcing its positioning around innovation, technology and cultural relevance.

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As part of the collaboration, BMW has also launched a global marketing campaign titled "The big screen", centred on a father and son who encounter Spider-Man while charging their BMW iX3.

Created by Jung von Matt Hamburg in collaboration with BMW, the teaser was directed by Hot Icarus and produced by Parasol Island. The entertainment partnership was developed alongside BMW's global entertainment agency, UEG.

The film, which opens exclusively in cinemas on 31 July, also serves as a showcase for BMW's latest technologies, including the 'BMW panoramic display', driver assistance systems, panoramic glass roof and sport mode.

To support the collaboration beyond the cinema, BMW has also unveiled the one-off "BMW iX3 Flow – Spider-Man: Brand New Day". Developed with Sony Pictures and Marvel, the concept vehicle features a dynamic digital exterior using full-colour E Ink Prism technology, allowing Spider-Man-inspired graphics and animations to play across the body of the car.

Following the film's premiere, the vehicle will be displayed at BMW Welt in Munich through September.

The partnership also extends into the in-car experience. From 27 July to 10 August, BMW owners in more than 70 markets with compatible vehicles and operating systems will be able to activate a Spider-Man-themed animation through their control display. The feature combines full-screen visuals, themed audio and ambient lighting effects.

“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," said Bernd Körber, senior vice president, BMW brand and product management.

BMW is not the only brand tapping into the latest Spider-Man film as a marketing platform. Earlier this month, Samsung unveiled the next chapter of its collaboration with Sony Pictures' Spider-Man: Brand New Day, launching a cinematic campaign starring actor Jacob Batalon while naming him its newest Team Galaxy ambassador.

Directed by Emmy-nominated filmmaker and Marvel alumnus Kasra Farahani, the campaign blends original storytelling with footage from the upcoming film, following Spider-Man as he battles crime while showcasing Samsung Galaxy devices. Batalon reprises his role as Ned Leeds, using a fictional "Spidey tracker" to follow Spider-Man's movements throughout the teaser, with several hidden Easter eggs woven into the creative.

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