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The BMW iX3 has landed a role most cars can only dream of. Marvel’s latest outing, Spider-Man: Brand New Day, hands the electric SUV a slot on the big screen. It shares the limelight with the 5 Series Saloon. For BMW, the timing could hardly be neater, because the iX3 is the first production car built on the brand’s fresh Neue Klasse platform.
The pairing makes a tidy sort of sense. Spider-Man begins a new chapter in a city that no longer recognises him. The iX3, meanwhile, opens a new era for Munich. Carmakers have long courted Hollywood, from Tony Stark’s Audi R8 to the Hyundai Ioniq models woven through the animated Spider-Verse. BMW is simply the latest to swing into the frame.
BMW has not stopped at a cameo. Owners of compatible models can now unlock a dedicated Spider-Man animation. It plays across the central display with its own soundtrack and a matching ambient light show. The feature reaches more than 70 countries between late July and 10 August. Cars built after July 2020 running the newer operating systems can take part.
There is a bespoke iX3 too, dreamt up with Sony and Marvel. Called the iX3 Flow, it wears shifting graphics using full-colour E Ink Prism panels that splash Spider-Man’s world across the bodywork. The one-off will sit on show at BMW Welt in Munich until September.
Beneath the theatrics, the iX3 has serious credentials. BMW quotes a range of up to 434 miles on preliminary EPA-style testing. A 10 to 80 percent top-up takes around 21 minutes on a rapid charger. A standard NACS socket opens the door to Tesla’s Supercharger network. The electric SUV reaches American showrooms on 25 September, ready to take on the Mercedes GLC Electric and Audi Q6 e-tron.
