The new BMW 7 limousine is presented at the BMW World in Munich, southern Germany, on June 10, 2015.CHRISTOF STACHE/AFP / Getty Images
The German car companies love grand extravaganzas, their celebrations of new products, their latest automotive milestones. The important ones signal unquestioned signs of commitment and collaboration, of innovation and detailed planning, their executives say.
Tonight is the night to pause and toast one of these moments -- the unveiling of the six-generation BMW 7-Series, the flagship saloon of the brand.
Invited guests are led into a dark room where Max Schoberl, BMW's head of government and public affairs, reminds us this is a "special, special night…the product temple of the brand, as it is."
And then comes Harald Krueger, the youthful, 50-year-old CEO, the visual antithesis of his predecessor, Norbert Reithofer, a bookish-looking manufacturing whiz who led BMW into the "efficient dynamics" era.
The BMW 7 "defines automotive luxury in the 21st century," he says. The live orchestra sets to work, strings and cymbals creating the mood for the global unveiling. Spotlights flash from the ceiling, long booms with remote cameras begin to swing about, and the music rises to a crescendo. Two cars appear on the floor in front, spinning slowly on giant, floor-mounted turntables.
The six-generation 7 will get its official global public debut this September at the Frankfurt motor show; tonight is a sneak peak, a teaser. The 750i xDrive and 750Li xDrive 2016 models go on sale in Canada in the fall, while the 740Li xDrive model will be available in the spring of 2016. BMW says it is the roomiest sedan its ever built.
"We've had intensive talks with our customers," says Krueger, pointing to the emphasis here on driving luxury in a car that "serves as a window into the future of BMW. … I've driven the car myself. It is everything we can do, and all we are promising here at BMW," he says, calling it the benchmark, the purest reflection of the power of the BMW Group.
The "sheer driving pleasure" details then come forth: The 2016 7-Series takes lightweight design in a luxury saloon to new levels. A "tick-the-boxes" presentation from the product experts include driving dynamics, comfort, intelligent connectivity and intuitive operation – tick, tick, tick, tick. The next-generation iDrive system will include touch controls, thank goodness. The new gizmos will include gesture control, wireless charging and something called a display key.
The sedan's infrared camera will be able to five gestures from driver or passenger above the centre console to control cell calls or radio volume. The philosophy is to reduce driver distractions and frustrations caused by voice or touch systems.
Carbon-fibre reinforced plastic (CFRP), aluminum and high-tensile steels reduce weight by 86 kg, while increasing torsion strength of the passenger area.
The remodelled 7-Series, priced at 91,900 euro ($114,000 Canadian), car is BMW's answer to increasing competition from the Audi A8 and Mercedes-Benz S-Class.
"Modern luxury is elegant, straight-forward and simple," concludes BMW design chief Adrian van Hooydonk, adding "our cars are meant to move around and be driven." This new 7, he says, looks and feels the part of a moving "executive lounge."
Modern global introductions of a car like the 7 are wonderfully elaborate events. Nice car. Special evening. Back to the champagne.
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