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BMW’s in-car Spider-Man ad is villain behavior

2026-08-04T13:32:31-04:00

With great power comes great responsibility… to not justify ads in the name of movie promotions. | Image: BMW / Sony Pictures

When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for Spider-man: Brand New Day on their Control Display upon starting the vehicle.

In a statement to The Autopian, BMW confirmed that the ads are definitely real, serving as part of "a broader brand partnership" with the new Marvel movie. BMW's own announcement also confirms that the ads are running from July 27th until August 10th, and reveals how widespread they are:

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BMW’s Neue Klasse M concept brings next-gen EV tech to motorsports

2026-06-11T16:24:22-04:00

Just in time for Le Mans, BMW is pulling the cover off its new M performance concept built on the Bavarian automaker's Neue Klasse next-generation architecture.

The concept is the debut of a new design language for BMW's M division, signaling a shift toward a more electrified future. The company says it is built on the guiding principle "Born on the racetrack. Made for the streets," bridging BMW's motorsports heritage with its next-generation EV technology.

Marketing bromides aside, the new concept is a two-door sedan with powerful proportions, precise lines, wide wheel arches, and a muscular shoulder section. It's also an introduction to …

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BMW iX3 has a lower starting price than comparable gas-powered X3

2026-05-07T11:28:40-04:00

The 2027 BMW iX3 is now available in the US, and its starting price my surprise and delight fans of the Bavarian automaker.

The iX3, which is the first vehicle built on BMW's next-gen Neue Klasse platform, starts at $62,850 including shipping, which is about $5,000 less than the equivalent gas-powered BMW X3 M50 xDrive (starting price $67,850). US customers can start configuring their vehicle now on BMW's website, with deliveries expected to start in September.

The iX3 coming in at a starting price that's less than its equivalent gas car is a good sign for EV affordability in the US. EVs are still, on average, more expensive than ICE veh …

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BMW is one step closer to selling you a color-changing car

2026-04-24T13:31:44-04:00

It’s not quite the color-changing car that’s been teased, but BMW’s new BMW iX3 Flow Edition brings us closer. | Image: BMW

At CES 2022, BMW debuted its BMW iX Flow concept car that could dynamically change its appearance using the same grayscale E Ink panels found in e-readers like the Kindle. It was followed by the BMW i Vision Dee concept and the BMW i5 Flow Nostokana that were both upgraded with color E Ink panels. Its latest concept, the BMW iX3 Flow Edition announced at the 2026 Beijing Auto Show, might look slightly less ambitious but it takes a new approach, pushing color-changing cars closer to actual production.

BMW's previous concepts wrapped the entire vehicle in a patchwork of E Ink panels that were all custom-sized and shaped to match its contours. …

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BMW’s flagship 7 Series gets its ‘Neue Klasse’ upgrade

2026-04-22T08:19:30-04:00

Ever since BMW first announced its "Neue Klasse" next-generation electric vehicle architecture and design language way back in 2021, the question on many fans' minds was when the new technology would reach the automaker's flagship 7 Series.

Well, that moment has finally arrived. Today, at events in New York City and Beijing, BMW unveiled its new 7 Series on the Neue Klasse platform. And while some of the styling choices remain polarizing, the power and technology riding under the surface is sure to give these $100,000-plus machines a strong selling point. Simply put, BMW wants to transform its decades-old advertising slogan as "the Ultimate …

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BMW brings back the i3 as a funky four-door EV

2026-03-17T12:37:30-04:00

BMW's new class of EVs begins with the iX3 SUV, but you had to know it wouldn't end there. The company's engineers didn't spend all that time working up a completely redesigned and substantially more efficient EV platform just for one crossover, and now it's time for the second wave.

Meet the new i3, which takes the same basic motor, battery, and electronics package that powers the iX3, plus the Neue Klasse's controversial styling cues, and applies it to a more familiar sedan shape, the sort of silhouette that BMW's reputation was largely built upon.

It definitely looks a lot like the iX3, but with a slightly different intent. Sebastian K …

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BMW says electric M3 will be a ‘new level’ of performance

2026-01-14T15:52:09-05:00

BMW teased its forthcoming all-electric M-series performance sedan today, promising that the quad-motor M3 sports car would feature specs that are truly next level when it arrives in 2027.

The M3 will have four electric motors and simulated gear shifting, a feature that is quickly becoming a must-have for electrified sports cars. BMW says the setup unlocks the benefits of both rear and all-wheel drive, with the ability to decouple the front axle.

Four motors, though, is a bit of an outlier in the performance world. Tri-motors, sure, you can find plenty, like Tesla Model S Plaid and Lucid Air Sapphire. But four motors are bit a rarer: the …

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BMW iX3 first drive: a ‘New Class’ is in session

2025-12-28T12:02:00-05:00

BMW has been peppering us with teasers and bits and pieces about its next-gen EV platform, Neue Klasse, for so long - fully two years now - that I confess I've become a bit numb to the hype. I'd seen the dashboard-filling displays, talked to engineers endlessly about the completely retooled active safety suite, and even got a go behind the wheel of a prototype machine.

All this for the launch of a crossover SUV, typically the most milquetoast of all the automotive classifications. But after spending the better part of a day wheeling around the final version of the iX3, I'm surprised to say it was all worth it. This little(ish) SUV really is …

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Qualcomm teams up with BMW for hands-free driving

2025-09-08T09:26:46-04:00

Qualcomm is joining forces with BMW on a new driver-assist system that will allow drivers to take their hands off the wheel on approved roads.

Qualcomm, which supplies infotainment, driver-assist, and telematics systems to a variety of automakers, is looking to raise its portfolio in the auto industry, as more car companies turn to advanced processors and chips to power high-tech features. The San Diego-based chipmaker says it currently has $45 billion in future revenue in its automotive pipeline right now.

Now it's teaming up with BMW to bring hands-free driving and more advanced autonomous features to more vehicles. The two companies joi …

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BMW’s iX3 is a ‘new class’ of EV that packs a lot of range and computing power

2025-09-05T09:37:48-04:00

For years, BMW has been teasing its forthcoming next-generation "Neue Klasse" electric vehicle platform, complete with better batteries, better range, and an all-new "superbrain" with enhanced computing power. Today, the German automaker finally revealed the first Neue Klasse vehicle: the iX3. And at first glance, it has a lot to take in.

The iX3, which made its debut today at the Munich auto show, represents the 109-year-old company's attempt at reinventing itself as a future-focused automaker that understands the growing importance of software in the automotive world. It's also the tip of the spear in BMW's effort to challenge the growing …

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