News The BMW 7 Series Sets New Standards for Luxury Sedans

The BMW 7 Series has represented the very top of the Bavarian brand’s range for decades. It is a car where performance has never been the only priority. Comfort, technology, build quality and the experience it offers both the driver and passengers are equally important.

The current generation takes this philosophy even further. The 7 Series has become larger, more distinctive and, above all, more technologically advanced. At the same time, it brings traditional powertrains and electric mobility closer together than ever before. Alongside it stands the fully electric BMW i7, bringing the same luxury saloon concept into the electric era.

A New Expression of BMW Luxury

At first glance, it is clear that the current 7 Series is not designed to go unnoticed. Its large kidney grille, slim daytime running lights and distinctive front end give the car a strong identity that is noticeably different from the more understated generations that came before it.

Its dimensions also make it clear that this is a true luxury saloon. The current model measures 5.39 metres in length and has a wheelbase of 3.215 metres. The long wheelbase provides plenty of space inside the cabin and creates the high level of comfort that has traditionally been one of the defining qualities of the 7 Series.

This is why the 7 Series is much more than simply a larger version of BMW’s other saloons. Its purpose is to combine the driving characteristics the brand is known for with the comfort of a car designed for long business trips and private journeys.

Luxury in the Second Row

In most BMW models, the driver is the main focus. In the 7 Series, however, rear-seat passengers are almost equally important.

The spacious second row offers a wide range of seat and comfort adjustments, while various vehicle functions can be controlled through 5.5-inch displays integrated into the rear doors. Passengers can use them to adjust the climate control, seat settings and other functions.

One of the most impressive features is the BMW Theatre Screen. The large 31-inch display transforms the rear cabin into something close to a private cinema. Combined with ambient lighting, the Sky Lounge panoramic roof and a powerful sound system, the 7 Series clearly shows that a modern luxury saloon is not only about the drive itself, but also about the time passengers spend inside the car.

From Conventional Engines to the Fully Electric i7

The technological progress of the new 7 Series is perhaps most noticeable in the electric BMW i7. The model uses sixth-generation cylindrical BMW eDrive battery cells, developed as part of Neue Klasse technology. The new battery technology brings greater energy density, improved efficiency and faster charging.

BMW states that the new fully electric versions of the 7 Series offer a range of more than 700 kilometres according to the WLTP cycle, making the i7 even better suited to long-distance travel. At the same time, electrification does not mean sacrificing performance. The i7 M70 xDrive sits at the sportier end of the electric range, combining exceptional performance with the comfort expected from the 7 Series.

Electric power also suits the character of a large luxury saloon particularly well. Quiet operation, smooth power delivery and immediate response add to the sense of comfort, while the more powerful versions prove that the i7 can still feel like a true BMW. Electrification in the 7 Series is therefore not simply about efficiency, but is becoming an important part of the modern definition of luxury.

Digital Technology Transforms the Interior

One of the biggest advances in the new model can be found in its digital environment. The 7 Series is the first existing BMW model to receive technologies developed for the Neue Klasse, with BMW Panoramic iDrive among the most important additions.

Part of the system is BMW Panoramic Vision, which displays important information along the lower section of the windscreen, placing it closer to the driver’s natural field of vision. For the first time, the 7 Series also receives a standard BMW Passenger Screen for the front passenger.

It is therefore about more than simply adding new screens. By changing the way information is displayed and accessed, BMW is changing how the driver and passengers interact with the vehicle. In this way, the 7 Series offers an early look at the digital experience that will become increasingly common across future BMW models.

More Advanced Driver Assistance

Some of the technological changes are barely noticeable while driving. The new assistance systems include BMW Symbiotic Drive and the use of artificial intelligence, further developing support for partially automated driving and parking manoeuvres.

In a saloon of this size, these systems have a very practical purpose. On longer motorway journeys, they can reduce the driver’s workload, while in urban environments they are particularly useful when parking and manoeuvring in tighter spaces.

Neue Klasse technologies in the 7 Series therefore go far beyond digital displays and a redesigned cabin. Much of their impact works in the background, helping to improve safety, comfort and ease of everyday use.

Experience the 7 Series with Actinia

The latest 7 Series shows the direction in which BMW’s largest saloons are evolving. Digitalisation, electrification and an increasing focus on passenger comfort are changing the car, while the essential character of the 7 Series remains clearly recognisable.

You do not have to wait for the latest model year to experience that character. A 2024 BMW 7 Series is available to rent from Actinia. As part of the current G70 generation, it combines a spacious interior, modern technology and the level of comfort that has long made the 7 Series the flagship of the BMW range. It gives you the opportunity to experience the qualities of BMW’s luxury saloon in real-world conditions, whether on a business trip, a longer journey or simply when the occasion calls for an extra level of comfort and prestige.