"BMW Sharpens Its Blade: The 7th Generation 7 Series, a Completely Different Car After 7 Years"

The interior of the new BMW 7 Series to be released domestically in the second half of this year. The large display for rear seat passengers and the reclining seats stand out.

[Asia Economy Reporter Choi Dae-yeol] BMW's flagship sedan, the new 7 Series model, will be launched domestically in the second half of this year. BMW Korea announced that the gasoline rear-wheel-drive 740i, equipped with a new inline 6-cylinder engine, and the pure electric all-wheel-drive i7 xDrive will be released first. Pre-orders will begin on July 7, with the official launch scheduled around November.

This 7 Series is a completely redesigned 7th generation model, coming seven years after the 6th generation was released in June 2015. Since the new 7 Series is still in the pre-production stage, BMW headquarters has sent prototype vehicles to select countries, including South Korea. It is rare to reveal prototype vehicles several months before the official launch. Typically, new models are unveiled with their design and detailed specifications simultaneously at the time of release to attract attention as part of standard marketing.

A BMW Korea official said, "South Korea is the third largest key market in terms of sales after China and the United States," adding, "The intention is to inform in advance that the new 7 Series is completely different from the previous generation."

Interior front seat of the new BMW 7 Series. The driver's instrument panel features a display with augmented reality technology.

BMW New 7 Series. Gasoline model confirmed for domestic release (left) and pure electric vehicle model

In conjunction with the Excellence Lounge cultural event held for VIP customers, the new 7 Series was recently unveiled to domestic dealers and the press. The first noticeable feature is the large body size. Compared to the previous model, the length has increased by 130 mm, the width by 48 mm, and the height by 51 mm. The large 31.3-inch display for rear-seat passengers is named the Theater Screen.

Theater screen viewed from the rear seat of the new BMW 7 Series

The display unfolds from the ceiling and supports a 32:9 aspect ratio with 8K resolution. Along with a sound system that includes headrest-integrated speakers and high-speed connectivity features through a 5G-compatible antenna, it clearly emphasizes that the vehicle is designed for rear-seat passengers.

BMW New 7 Series Front Seat

BMW New 7 Series Rear Seat

Alongside the gasoline and pure electric models confirmed for domestic release, the lineup has been expanded to include a high-performance M electric model with two motors and a high-performance plug-in hybrid electric vehicle (PHEV) model. The new 7 Series pure electric vehicle applies the 5th generation eDrive system, delivering a maximum output of 544 horsepower. It uses a 101.7 kWh battery and can travel up to 625 km (WLTP standard). The high-performance pure electric i7 M70 is expected by the company to produce over 600 horsepower and a maximum torque exceeding 100 kg·m.

Within BMW, there is an open sentiment targeting the Mercedes-Benz S-Class, with a feeling that "this time, it’s worth trying." Although BMW often leads in global overall sales, it has been difficult to surpass the S-Class specifically in the large sedan segment. The Mercedes S-Class symbolizes the flagship large sedan, earning both envy and rivalry from BMW and other major luxury brands.

As the name implies, a flagship model represents the company or brand by meticulously refining all areas including the powertrain, interior and exterior design, vehicle length, and IT, while applying new technologies. BMW has determined that to claim the 'No.1' position among luxury brands, it must gain superiority in the flagship segment.

BMW New 7 Series

This content was produced with the assistance of AI translation services.