[Taboleo] Thoughtful Consideration... The Unexpected Charm of a Big Frame

Test Drive of BMW New 7 Series
Length Increased by 130mm Front and Rear, Width and Height Up by 48mm and 51mm
Augmented Reality Navigation with Sensitive Door Sensors
Premium Audio and Heated Armrest Seats
Electric Car i7 with Two Electric Motors Delivering 544 Horsepower
Vehicle Can Drive Autonomously in Stored Sections

BMW new 7 Series gathered at the charging station (electric vehicle charging station) inside the BMW Driving Center in Yeongjongdo, Incheon

[Asia Economy Reporter Choi Dae-yeol] Expectations for a flagship model are inevitably high. As the name suggests, the maker of the car must embody the brand’s identity and aspirations. At the same time, it needs to offer a uniqueness that cannot be found in other models of the same brand. Those who choose a flagship expect a differentiated experience from lower-tier models.

The 7th generation BMW 7 Series recently launched in Korea is a completely redesigned new model released after seven years. It is manufactured at BMW’s large sedan factory in Dingolfing, Germany. When visiting the factory last September, it was impressive to see a space where a new car was displayed in a cut-open state.

The new 7 Series displayed at BMW's Dingolfing plant in Germany. The vehicle's interior and the battery located under the chassis can be viewed intuitively. / Dingolfing - Photo by Choi Dae-yeol dychoi@

When the 7 Series first appeared in 1977, it introduced electronic speedometers and power outside mirrors for the first time. Although these features are now widely used even in entry-level cars, back then they were a ‘new world’ that was hard to imagine. BMW has adopted the keyword FORWARDISM with the launch of the new 7 Series, meaning to be ahead of the times. This reflects their commitment to faithfully uphold the responsibilities of a flagship.

BMW’s expectations for the Korean market with the new 7 Series are naturally high. Korea is the third largest market after China and the United States, and BMW must compete head-on in a segment dominated by rival Mercedes-Benz. Among the new 7 Series models, I drove the pure electric i7 for about 90 km around Yeongjongdo and Gimpo in Incheon.

BMW New 7 Series Interior

- There seem to be many changes inside and out.

First of all, it has grown. The length has increased by 130 mm front to back, and the width and height have grown by 48 mm and 51 mm respectively, with the wheelbase extended by 5 mm. The front headlights are split vertically. As an option, the headlights can be upgraded to a luxurious version featuring Swarovski crystal lighting that emits a distinctive glow.

BMW’s signature kidney grille has been enlarged and includes contour lighting, making its presence unmistakable in the dark. The instrument cluster and display in front of the driver feature the curved display common to recent BMW models. The 12.3-inch information display shows vehicle data and supports augmented reality navigation.

The central control display measures 14.9 inches and incorporates most functions. Climate control is operated via touch, while physical buttons adjust the airflow direction. The interior ambient lighting extends from the center fascia to the doors, emitting a curved light that clearly differentiates it from other cars seen before. Doors can be opened or closed simply by pressing a button or lightly stepping on the brake pedal, and all doors can be operated at once. The door sensors are quite sensitive.

BMW New 7 Series

- How about the rear seats? Are they worth it?

Rather than emphasizing the dynamic character traditionally associated with the BMW brand, the new 7 Series highlights a grandeur that feels almost luxurious, indicating a different positioning from previous models?targeting a chauffeur-driven experience. The most eye-catching feature is the 31.3-inch theater screen. When not in use, it retracts into the ceiling and can be lowered with the push of a button.

It supports 8K resolution and personalized content streaming services like YouTube, Netflix, and Disney+. The test vehicle I drove did not yet have the official service ready, but it is expected to be available in the first half of next year. To enhance immersion, rear window and side window sunshades descend. However, when the screen is lowered, it obstructs the driver’s rearview mirror. Considering that some recent cars have addressed this by linking the rearview mirror with a rear camera, this is somewhat disappointing.

BMW New 7 Series Interior

The Bowers & Wilkins audio system, selectively used even in high-end cars, is more than enough to delight the ears. For electric vehicles, it is the top-tier line capable of 4D sound. Additionally, the rear passenger seat behind the front passenger supports an executive lounge mode where the seatback reclines and the legs can be stretched forward. The front passenger seat tilts fully forward and moves ahead to create a spacious area. The heated seats operate not only on the buttocks and lumbar areas but also on the door armrests, which is impressive.

- How is the driving performance?

The electric motors produce 544 horsepower. The movement is impressive, showing no burden from the weight exceeding 2.7 tons or the large body. Regenerative braking, typical of electric vehicles, often causes jolting that can be uncomfortable for rear passengers, but BMW has clearly put effort into tuning this. They aimed to preserve the unique acceleration of an electric car while also achieving the smooth driving feel of a gasoline engine. This aligns with BMW’s electrification strategy?to deliver the same driving sensation whether choosing an internal combustion engine or an electric vehicle.

Additionally, the rear wheels can steer up to 3.5 degrees, and the suspension includes a dedicated motor that controls body movement depending on driving conditions and road situations. This is advanced technology for agile yet stable driving. When there is no car ahead, the vehicle allows for ample coasting, and when there is a car, the regenerative braking strength adjusts appropriately based on distance and road conditions.

The rear passenger seat of the new BMW 7 Series features a reclining function, allowing you to comfortably stretch your legs forward. The front seat is fully reclined forward so as not to obstruct the driver's side-view mirror.

- What about the latest features?

The vehicle comes standard with a maneuver assistant that allows the car to drive itself in stored sections. Over short distances, the car autonomously performs all necessary actions such as acceleration, braking, and steering. This is a feature that drivers might use when approaching home after work. This model is so ‘smart’ that after final inspection at the German factory, it can drive itself to the delivery area. It is also possible to open and close doors, perform simple forward and reverse movements, park, and operate stored route driving via a smartphone application.

BMW New 7 Series

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