This, the fourth generation BMW 7 Series, has been the most popular one ever. This is surprising, because ever since its launch in 2001, this top-of-the-line Beemer has attracted more brickbats than bouquets. Several reasons exist. One, the Chris Bangle-devised looks did not go down well with everybody. It was overtly fluid... and hey, which idiot left that boot lid open? Exactly. Then, BMW incorporated the iDrive system for the first time in this car. The iDrive manual was thicker than the car owner’s manual, and navigating through it was more difficult than what Magellan managed in the 16th century.
Still, it did not go unnoticed by BMW’s arch rivals, Mercedes-Benz and Audi. Because the new-look Beemers became a talking point and attracted a younger generation who weren’t afraid to be seen in non-traditional looking cars. And the iDrive system was a genuine solution to the mind-numbing options these luxury cars come with. Learning from BMW’s experience, both the other German car makers introduced younger looking cars with prominent design features and iDrive-like systems that were more intuitive. Cue the new S-Class and the Audi A8. Which is where this facelifted 7 Series comes in.
Last January, BMW gave their luxury model a minor revamp. They subtly softened the headlamps, bumpers, the kidney grille, the taillamps, and yes, the boot lid too. The iDrive system’s complexity was given a heave-ho by introducing a user-friendly interface and better menu guidance. More importantly, they also introduced a slew of new engine options. We hadn’t driven this revised 7er yet. And here’s where I come in.
In front of me is a spanking new silver 740Li, preening with self confidence, the way all Beemers do (Mercs are subtly arrogant, while Audis are carefully understated). No matter what people think about the new wave of avant garde BMWs, they simply cannot ignore them. These Beemers have presence in tonnes and I swear they turn more heads than any sedan wearing the three-pointed star or four-rings. And what makes this a bit more special is that this is a rather long car – it’s the long wheelbase version, you see.
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