BMW iX3 Flow: a €563K Spider-Man show car and a free animation for owners

BMW has revealed a single iX3 Flow with color-changing E Ink elements and unlocked a Spider-Man animation for owners of compatible cars. It can only be activated until August 10 and only in participating markets. The feature rolled out on July 27 in more than 70 countries, but not every car qualifies: it requires a production date after July 2020, the right equipment, and BMW Operating System 7, 8, 8.5, 9 or X. BMW hasn't disclosed the list of participating markets in its release.

Once the car starts, a special banner appears on the central display. Tapping it triggers a full-screen animation with music and a light show through the interior's ambient lighting. This is temporary digital content, not a permanent update to the vehicle's interface or functions.

The occasion is the premiere of “Spider-Man: Brand New Day,” which hits theaters on July 31, 2026. The new-generation electric BMW iX3 and the BMW 5 Series sedan are woven into the plot. Sony also confirms the film opens in the US and Japan on July 31.

For the premiere, BMW built a single iX3 Flow — Spider-Man Brand New Day. Part of its body is covered in full-color E Ink Prism panels capable of showing moving graphics inspired by the hero's suit and movements. The technology hasn't become a production option: the car is a one-off show vehicle, its price hasn't been announced, and after the premiere it will be displayed at BMW Welt in Munich until September.

Bernd Körber, head of BMW Brand and Product Management, said: “The launch of the Neue Klasse and the movie ‘Spider-Man: Brand New Day’ couldn't be a better fit. Both symbolize a bold new beginning and the confidence to shape what comes next. We're proud to accompany a new chapter in the Spider-Man story with the BMW iX3 — our first Neue Klasse model.”

In the “The Big Screen” ad, a father and son watch the news while their iX3 charges. The kid spots Spider-Man on a skyscraper, and the hero then lands on the car's hood. The boy's final line is “I told you so.” The spot was shot in London with Spider-Man stunt double Luke Scott.

The regular production iX3 can't change its body's appearance. In Germany, the rear-wheel-drive iX3 40 starts at €63,400. It makes 320 hp, covers up to 637 km on the WLTP cycle, and supports charging speeds of up to 300 kW.

So owners of production BMWs only get a temporary infotainment screensaver. The full-color electronic body remains a demonstration of E Ink technology and part of a marketing campaign — not an option you can add in the configurator.