This beautiful BMW Z3 Roadster replaces James Bond's Aston Martin used earlier in the same film. The car is a certain eye catcher and serves well a new addition to the Bond car family. This car has two scenes, on of which it is introduced as his new ride by a man named 'Q' who serves as James Bond's gadget provider. The scene takes place in MI-6 in Q's lab. The other scene is a short one that show Bond and his companion driving through the Bahamas. The integration is substantial in that it replaced a Bond favorite, the Aston Martin, a much used brand in previous Bond films with the new BMW.

My belief is that this BMW was placed in this film simply to show off and launch BMW's Roadster internationally. People love James Bond. He has a calm, suave attitude but can turn around a kill a couple men and still get the girl. James Bond is an icon of perfection that people want to see. His new missions, his new gadgets, his new girls, and his new cars. James Bond goes way back through the Bond franchise only becoming better and greater and a bigger success with each new film.

I don't believe that this product integration detracts anything from my pleasure of watching the film. People watch the Bond movies almost to see this type of integration. By using this BMW in the film it really sets the scene in that you get this idea that because Bond has this vehicle, he can do anything. For the scene with him actually driving it, it fits perfectly into the tropical background that he is driving through. The product integration of this BMW Z3 Roadster makes the film a little flashier, more realistic, and sets a new bar for how far Bond can go.