Beyond driving pleasure: innovative luxury, BMW-style

Beyond driving pleasure: innovative luxury, BMW-style

Beyond driving pleasure: innovative luxury, BMW-style

As part of its forthcoming model offensive, BMW has developed a new presence for its luxury cars that sees the profile and positioning of the most exclusive members of its range refined into a distinct product category. The upcoming BMW 8 Series and BMW X7 as well as the BMW i8 and the upcoming BMW i8 Roadster will join the BMW 7 Series in the brand’s significantly expanded luxury segment line-up. These cars appeal strongly to the heart, so they are particularly well placed to enrich the characteristic lifestyle of customers in this segment with authentic, emotionally engaging experiences. The identity and attitude shared by BMW’s elite models are echoed in a newly designed logo which combines a black-and-white version of the manufacturer’s roundel first used 100 years ago with the company name “Bayerische Motoren Werke” written out in full. The new presence for the brand’s luxury-segment models will be unveiled for the first time at the IAA Cars 2017 show in Frankfurt on 14 – 24 September 2017.

With its classical, understated aesthetic and the company’s original name spelt out, the logo highlights BMW’s inimitable history. The daring to explore standalone solutions and concepts, and the ability to take on challenges and emerge from them stronger, are deeply-rooted elements of BMW heritage. This approach – encompassing everything from the first altitude-world-record-breaking aero engine to the launch of the BMW i brand – has proven to be a recipe for success, as well as showcasing the company’s passion, confidence and gift for bringing the future into the present day. And it is also apparent in the lifestyle of a target group well accustomed to trying new things, taking the lead and choosing a free and independent path in life.

“For these people, life is all about making the best possible use of the time available to them,” says Hildegard Wortmann, Senior Vice President Brand BMW. “Their motto is ‘to own the moment’ – i.e. to max out every snap-shot of time with meaningful and beautiful things.”


Free-thinking, pioneering spirit creates progressive luxury.

Luxury in a car represents the fruit of peerless expertise in various fields of development. Authentic, compelling and, above all, modern luxury draws on a well of tradition and pioneering spirit, and is rooted in years of experience, deepening knowledge and a talent for innovation. The flagship models in the BMW portfolio embody a new understanding of luxury – one which brings together an emotionality defined by inspirational aesthetics and the joy of driving with the experience of freedom and self-determined individuality.

The ongoing development of luxury as a concept is closely linked with the numbers 7 and 8 in the BMW model scheme. The BMW 7 Series luxury saloon has served as a paragon of exclusive driving pleasure, as per the brand’s unmistakeable style, for 40 years now. Elsewhere in the range, the avant-garde, dynamic and innovative use of form, not to mention the force of technological progress, continue to shape the fascination of the BMW 8 Series, whose lineage dates back to 1989. The new 8 Series distils elegance, dynamism and luxury into the time-honoured essence of a BMW coupe. The plug-in hybrid BMW i8, meanwhile, has penned the first chapter in the future of the sports car. All in all, innovations based on ground-breaking achievements, such as the use of carbon fibre in series-produced cars, remote-controlled parking and BMW laser light, mark out the progressive character of the current family of luxury BMWs.

Inspiring experiences, unique moments in time.

BMW is focusing its attentions on the continued development of relationships with customers, on experience and emotion, and on bespoke offerings. The brand’s goal is to offer customers a special mobility experience every day, courtesy of unique and improved services. Upcoming service appointments are carried out as part of a pick-up and return service tailored precisely to the customer’s individual needs. And the specially-conceived Add-on Mobility service for luxury car customers offers unbeatable flexibility and freedom. For example, if a BMW 7 Series driver requires additional transportation capacity, they can jump straight into a BMW X7. While for the pleasure of a sporting weekend drive a BMW 8 Series will be at their disposal. Indeed, emotional added value is on hand at any time, not only through the product substance of the driver’s own car, but via services designed to open up rich experiences.

The line-up of BMW models and services for the globally expanding luxury segment is complemented by a world of experiences taking their cues from the particular requirements of a modern, international target group and extending far beyond the pleasure of driving a car. The BMW i Pure Impulse Experience programme for BMW i8 owners has paved the way for customers around the world to experience some remarkable cultural, lifestyle and travel events – from exclusive sightseeing tours and gala dinners in Michelin-starred restaurants to visits to the Grammy Awards in Los Angeles, the Art Basel fair in Hong Kong and the White Turf horse races in St. Moritz.

The company’s commitment to laying on a very special experience of mobility – and the desire, so typical of BMW, to compose unique moments of inspiration – sees the brand embarking on the largest luxury-segment model offensive in its history. “We’re building up a luxury ecosystem of unique services and experiences which embraces the full range of luxury models and creates some extraordinary and unforgettable times,” explains Wortmann.

BMW’s extensive track record of appealing to the emotions reflects its love of special moments – and its boldness in creating those experiences for customers and fans. Take the BMW Art Car Collection, a series of “artworks on wheels” without compare worldwide. Since 1975 renowned artists from around the globe have turned series-produced models and racing cars from the brand into widely admired museum exhibits. Among the BMW Art Car Collection’s standout expressions of authenticity is that many of these one-off works of art have celebrated their premieres not at an exhibition or such like, but on the race track.

These memorable moments in time and exclusive experience locations are also the most fitting places for BMW to make contact with potential customers – and therefore offer the ideal stage on which to present the new product category. “BMW needs to be present in those places where its target luxury-segment customers spend their time,” adds Wortmann. “Here, we aren’t just a maker of cars, but a partner who understands luxury living and is a protagonist in that world.”


Luxury, elegance and dynamism by tradition: The BMW 7 Series Edition 40 Jahre.

Luxury, elegance and dynamism by tradition: The BMW 7 Series Edition 40 Jahre

Luxury, elegance and dynamism by tradition: The BMW 7 Series Edition 40 Jahre

For four decades now, the “7” in the model designation of a BMW has been a worldwide recognised symbol of luxury, driving pleasure and innovations. With its top-of-the-range models, the premium car manufacturer showcases the latest results of its outstanding technological competence and a profound understanding of maximum comfort, progressive style and uncompromising quality. This tradition-steeped combination of innovation and exclusivity still strongly influences the character of the luxury sedans even in the sixth model generation and with the BMW 7 Series Edition 40 Jahre, it is currently expressed in a particularly concentrated way. With exclusive exterior and interior design features, these edition models emphasise the representative elegance and progressive styling of these luxury sedans. The BMW 7 Series Edition 40 Jahre will be making its world debut at the 2017 Frankfurt International Motor Show (IAA).

The BMW 7 Series Edition 40 Jahre models are being produced in a limited quantity of 200 units and tailored to individual customer specifications at the BMW Dingolfing plant, which has served as the birthplace of these luxury sedans since as far back as 1977. The know-how gained there in the production of exceptionally high-class premium automobiles offers the ideal prerequisites for the production of the anniversary edition, the exclusive character of which is reflected, among other things, in extraordinarily sophisticated car body paints and in meticulously crafted interior equipment details. The edition models will be on offer from October 2017 with either a standard or a long wheelbase in conjunction with all six, eight and twelve-cylinder engines available for the BMW 7 Series (combined fuel consumption: 12.8 – 2.1 l/100 km; combined CO2 emissions: 294 – 49 g/km) as well as with optional intelligent four-wheel drive technology BMW xDrive and in the BMW iPerformance Automobile version with a plug-in hybrid drive system.

Luxury, elegance and dynamism by tradition: The BMW 7 Series Edition 40 Jahre

Expressive body colours, exquisite materials, maximum manufacturing precision.
Supreme presence, sporting elegance and emotionally appealing aesthetics characterise the exterior design of the current BMW 7 Series. In addition to the generous amount of space and modern functionality, it is above all the exquisite and meticulously processed materials that contribute towards a feel-good ambience. The BMW 7 Series Edition 40 Jahre enhances the fascinating aura of these luxury sedans first and foremost through expressive car body colours. There is a choice of two variants. The exclusive BMW Individual colour Frozen Silver metallic sets a markedly progressive accent, its silk-matt sheen intensively emphasising the controlled powerful design of the exterior surfaces. The exclusive BMW Individual body colour Petrol Mica metallic takes up on the tradition of discreet and elegant shades of blue used on the bodywork of BMW luxury sedans. It fascinates through exceptional brilliance, appealing iridescent effects and a unique impression of depth. The colours, which are applied in a particularly elaborate process, come in conjunction with the M Aerodynamics Package, the BMW high-gloss Shadow Line and 20-inch BMW Individual light alloy wheels in a V spoke design. A further exterior design feature is the edition signet designed exclusively for the model anniversary and located on the B pillar coverings and on the door sills.

Inside the edition models too, the combination of selected materials, exclusive design and high-precision workmanship so characteristic of BMW Individual equipment options provides for an outstandingly sophisticated appearance. The BMW Individual full leather trim Merino fine grain in the colour combination Smoke White/Cohiba or Smoke White/Black with hand woven piping in Smoke White harmonises perfectly with the BMW Individual Alcantara Smoke White roof liner. Moreover, BMW 7 Series Edition 40 Jahre models are all fitted with comfort seats both at the front and rear. BMW Individual interior trim strips are offered either in a black piano lacquer finish or in the high-grade wood finish Eucalyptus straight-grained Smoke Brown high gloss, depending on the upholstery colour. Within the area of the instrument panel on the front seat passenger side they boast an edition signet. The exclusive flair is rounded off by two Smoke White comfort cushions from the BMW Individual manufactory, which, like the headrests, also bear the edition signet, as well as by floor mats in Smoke White with either black or Cohiba brown edge binding respectively.

Redefining luxury – the BMW 7 Series’ mission over the past 40 years.
Exclusive design features contribute towards the unique appearance and unmistakable interior atmosphere offered by the edition models. All options from the range of special equipment for the BMW 7 Series are available for an upgraded configuration according to the customer’s personal preferences and with which additionally enhanced driving pleasure and travel comfort can be achieved. With that, the BMW 7 Series Edition 40 Jahre represents the consistently further developed status of these luxury sedans as a symbol of supreme styling and innovative technology over six model generations. For four decades now and with its top-of-the-range models, BMW has managed to create a brand-typical interpretation of exclusive driving pleasure, whilst also giving the term luxury a new meaning time and time again. In its latest generation, the still existing balance between sportiness and elegant presence that is so characteristic of the BMW 7 Series is bestowed with an additional appeal through driver assistant systems with which BMW is assuming a leading position on the way to fully automated driving, as well as with connectivity solutions that seamlessly connect exclusive mobility with the driver’s digital lifestyle. With systems such as the steering and lane guidance assistant, which can be activated up to a speed of 210 km/h, and the lane departure assistant, available at speeds between 70 and 180 km/h, the current BMW 7 Series achieves an unrivalled level of functionality for the optimisation of comfort and safety in varying traffic situations. The remote parking function, which made its world debut in the current BMW 7 Series, is yet a further innovation underlining BMW’s development expertise in the field of automated driving.

Additionally, the personal digital mobility assistant BMW Connected offers a networking technology that is unique in the automotive sector and facilitates connectivity between the vehicle and individual end devices such as the Smartphone and the Smartwatch via the flexible platform Open Mobility Cloud, helping the driver reach his or her destination comfortably and stress-free. Furthermore, the BMW 7 Series is the only model in its competitive environment to feature the Remote 3D View function. This technology provides the driver with a live image of the vehicle and its environment on the Smartphone.

The classic luxury features also redefined in the new BMW 7 Series include the ride comfort and well-being of passengers in the rear compartment. The optional panorama glass roof Sky Lounge, Executive Lounge Seating, Executive Lounge Rear Console and Rear Seat Entertainment Experience featuring BMW Touch Command also set standards in this field.

Luxury, elegance and dynamism by tradition: The BMW 7 Series Edition 40 Jahre

Pioneer of inspiring innovations.
By tradition, the BMW 7 Series assumes a pioneering role for technological innovations that ultimately also enhance driving pleasure in other series and regularly set decisive impulses for the entire automotive sector. Whether the Check Control System (1977), the first 12-cylinder engine in a German post-war automobile (1987), the first integral navigation system in a European production vehicle (1994), the revolutionary iDrive operating concept, the BMW Online mobility service including E-mail account (2001) or the premiere of unrestricted Internet usage inside a vehicle (2008), path-breaking innovations have been consistently first presented in a BMW 7 Series across many generations. The list of technological milestones linked to the history of the BMW 7 Series is therefore long and fascinating.

In order to continue with this tradition, the expertise gained from the development of BMW i automobiles was also incorporated into the current model generation. An intelligent material mix combining carbon fibre reinforced plastic (CFRP), aluminium and steel into the bodywork structure lends the BMW 7 Series a unique synthesis of solidness and lightweight construction. BMW eDrive technology used on BMW iPerformance plug-in hybrid models offers the promise of luxury driving comfort that is also locally emission-free.

Irrespective of which engine variant the customer opts for, the BMW 7 Series completely redefines supreme driving pleasure also behind the wheel. BMW gesture control made its world debut in the new BMW 7 Series. The Driving Experience Control feature also offers the ADAPTIVE mode with which the vehicle set-up is adaptively oriented to driving style and prevailing road conditions. Ride comfort and sportiness benefit to an equal extent from the optional Executive Drive Pro system with Active Roll Stabilisation. Moreover, when launched, the current BMW 7 Series was the world’s first luxury sedan to be equipped with laser light headlamps. BMW laser light with anti-glare high beam BMW Selective Beam is available as an option. Thanks to this technology, the range of the high beam vs. LED headlights increases to as far as 600 metres – in the true sense of the word a further pioneering innovation featured by the BMW 7 Series.


BMW 7 Series in the 2010 Model Year



Following its successful introduction into the market, the new BMW 7 Series is further expanding its position in 2010 as the most innovative model series in the luxury segment. New drivetrain and equipment variants emphasise both the driving pleasure and the outstanding efficiency of BMW’s top-class luxury saloon.

The BMW 740d to be introduced in autumn, for example, will for the first time feature a new straight-six diesel engine with BMW TwinPower Turbo Technology and maximum output of 225 kW/306 hp. The second diesel model in the range, the BMW 730d, underlines its status as the world’s most economical and lowest emission model in the luxury class by a further reduction in both fuel consumption and CO2 emissions as well as optionally available BMW BluePerformance Technology. Hence, BMW now offers yet another production model already fulfilling the EU6 emission standard today.

These innovations in the BMW 7 Series model range ensure truly thrilling diversity in the prestigious luxury segment. Including the new top-of-the-range BMW 760i and BMW 760Li with their twelve-cylinder power units, the BMW 7 Series is now available in three gasoline and two diesel variants.

BMW’s intelligent xDrive all-wheel drive will also be introduced in the BMW 7 Series for the first time in the 2010 model year, yet another new feature entering the market in autumn 2009 being the M Sports Package available on all models in the BMW 7 Series.

The new diesel model in the BMW 7 Series is characterised by spontaneous and supreme traction and pulling power combined with outstanding efficiency. The BMW 740d features a newly developed six-cylinder power unit, an all-aluminium engine boasting BMW TwinPower Turbo Technology and common-rail direct fuel injection with piezo-injectors operating at an injection pressure of up to 2,000 bar.

The charge system follows the Variable Twin Turbo principle and is made up of two turbochargers of various size perfectly matched to one another and therefore operating either individually or together as a team, depending on the driver’s power and performance requirements. High-pressure fuel injection ensures particularly precise dosage of fuel optimising both the car’s efficiency and the emissions coming from the engine.

The new power unit delivers maximum output of 225 kW/306 hp and peak torque of 600 Newton-metres/442 lb-ft maintained consistently between 1,500 and 2,500 rpm. This gives the BMW 740d a level of performance so far only provided by far larger power units, now combined with the superior economy typical of a BMW straight-six diesel.

The BMW 740d accelerates from a standstill to 100 km/h in 6.3 seconds and is limited electronically in its top speed to 250 km/h or 155 mph.

Average fuel consumption of 6.9 litres/100 kilometres in the EU test cycle (equal to 40.9 mpg imp) and a CO2 emission rating of 181 grams per kilometre, finally, mark new records for efficiency in this performance class.

BMW BluePerformance making ongoing: BMW 730d fulfils the EU6 emission standard.

The cutting-edge diesel engines in the current range allow BMW to introduce further models already fulfilling the future EU6 emission standard today. BMW is therefore consistently increasing its leadership in the introduction of exhaust emission management technology able to fulfil this strictest European standard planned for the future.

The introduction of BMW BluePerformance Technology has no influence on the fuel consumption and CO2 emissions of the BMW 730d, which are in-deed being further reduced once again in the 2010 model year. Modifications on the engine and the drivetrain reduce the average fuel consumption of the BMW 730d determined in the EU test cycle to 6.8 litres/100 kilometres (equal to 41.5 mpg imp), with the CO2 emission rating moving down to 178 grams per kilometre. As a result the BMW 730d is further expanding its leading position as the most efficient saloon in the luxury segment.

Like all other model variants, the BMW 730d owes its outstanding efficiency to superior engine technology as well as the powerful impact of BMW EfficientDynamics naturally featured as standard. Just how fuel-efficient a vehicle may be in the use of energy the driver of a BMW 7 Series will see in future not only on the fuel gauge, since the instrument cluster will be supplemented as of the 2010 model year by a recuperation indicator.

A graphic display next to the current fuel consumption indicator in the lower half of the rev counter presents the generation of electric power in overrun and while applying the brakes, the blue arrow being activated as soon as Brake Energy Regeneration feeds energy into the on-board network without any fuel being consumed in the process.