BMW 7 Series
With the new 7 Series, BMW is not only offering a range of innovations in technology, but also re-interpreting BMW's brand values in a new design language. The new 7 Series provides a progressive and provoking interpretation of sporting performance, power and luxury.
Power and presence at very first sight is not just a result of sheer size, but rather an expression of symbols such as the cars clean and clear lines, the dynamic proportions of the wheels, and highlights such as the unique design of the rear end.
A strong shoulder surface dominates the body side, now fully incorporating the door handles, which were previously integrated with the bodyside crease line. The large wheels convey the impression of power and mobility, as well as safety on the road. The roof line is strongly arched for a coupe-like effect, with the upper cabin extending rearward into the raised decklid form.
BMWs designers have retained certain elements of BMWs design philosophy such as the kidney grille and dual headlights, but with a bold new arrangement. One of the most significant changes involves the eyes of the car, naturally among the most powerful and meaningful characteristics of a face, which have been totally remodelled. The headlights now extend smoothly into the side surfaces of the new 7 Series, accentuated by the eyebrow-like direction indicators integrated into the upper portion of the lamps.
This gives the 7 Series a distinctive look from the very first moment, the design and intensity of the xenon headlights as well as the light rings ensuring an unmistakable identity also when driving at night.
The rear end of the new 7 Series features a boldly defined decklid-spoiler form, and a new arrangement of taillamps extending across the decklid. The rear-end design, although complicated in some aspects, boldly extends the upper cabin form to the rear of the car, to create a dynamic effect.
The design of the exterior is reflected within the interior, where design and ergonomics team up to take a decisive step into the future.
The new 'iDrive' concept is a combination of ergonomics and design elevated to a new standard. All driving functions are arranged around the steering wheel, basic comfort functions often required remain within the instrument panel, controlled by conventional switches.
Important but less frequently required comfort and communication functions, in turn, are integrated in the new control and display concept, the BMW Control Centre.
Benefitting from the iDrive concept, the designers had a whole range of new options in offering the occupants of the car a truly comfortable and generous ambience, thus creating a combination of luxurious elegance and modern, clear architecture. The entire design concept follows a kind of horizontal balance strengthening the feeling of space and giving a feeling of peace and stability.
The instrument panel is an entirely new design in every respect, addressing both the driver and front passenger as equal partners. The number of controls and switches has been reduced to a minimum, creating a very tidy, well-kept and aesthetically appealing environment for both the driver and front passenger alike.
The choice of materials and the cars colour scheme accentuate the interior in every respect. The sheer feeling and impression of the surfaces as well as the materials used in their combinations of colours underline the generous layout of surfaces and areas connecting individual parts and sections to one another.
Large wooden surfaces add a new, exclusive touch and highlight the architecture of the cars interior. The unusual character of the new 7 Series is also borne out by the detailed and individual finish, with a choice of two very different kinds of wood: silk matt cherry and high-gloss ash, in both cases in light and dark.
The surface grain in the cockpit and on the door panels is both modest and refined. Metal surfaces in particularly exposed areas - for example around the Controller, on the Steptronic buttons and the selector lever on the steering wheel - underline the sophisticated style of the car. All synthetic materials are covered by a fine structure-effect paint finish, other special surface elements and all controls for the window lifts, seat adjustment and air outlet nozzles are finished in metalisée paint.