The Audi brand, which has showcased numerous vehicles in feature films over the years, is giving moviegoers an exclusive first look at the 2018 Audi A8 on July 7 as Spider-Man: Homecoming hits U.S. theaters.
The film also will feature Audi's notorious sports car, the R8 V10 Spyder, as well as the Audi TTS Roadster.
Audi's new AI technology for the 2018 A8 will be on full display in the film as Peter Parker (Tom Holland) rides in the back of the car chauffeured by Happy Hogan (Jon Favreau). Happy Hogan takes his hands off the steering wheel, and the car steers on its own. Audi said that under certain conditions, its AI traffic jam pilot will allow the car to take over driving for short periods when it is activated.
Audi has had a long partnership with Marvel, which produced Spider-Man: Homecoming as well as The Wolverine (2013).
The Wolverine featured the R8 and A8, and all three Iron Man (2008, 2010, 2013) films used different versions of the R8, A8 and S7 models.
"With Spider-Man: Homecoming and our continued partnership with Marvel, we have the opportunity to reach the next generation of both superheroes and innovators," Loren Angelo, Audi of America vice president of marketing, said in a statement Tuesday.