BMW AG has long promoted its flagship 7 Series sedan as a more fun-to-drive option than Mercedes-Benz AG’s comparable models.
As the competition becomes more electrified, the German automaker is attempting to win over passengers in the back seats. The i7, which was launched on Wednesday, has a sumptuous cabin with a flat-screen that lowers from the ceiling to entertain rear passengers.
They also have greater legroom thanks to BMW’s decision to make the car larger and wider. Customers will be able to order the vehicle, which starts at 135,900 euros ($147,384) and has a range of 625 kilometers (388 miles), starting in November.
“Bigger than before”
It’s bigger than before, and it provides the most thrilling entertainment of any premium vehicle,” stated Chief Executive Officer Oliver Zipse. “It’s the most generous offer BMW has ever given to the backseat.”
However, BMW is already trailing in the luxury EV race, particularly in terms of range and availability. Mercedes-Benz unveiled its EQS flagship sedan, which has a range of more than 700 kilometers, a year ago. Tesla Inc. is selling a high-performance Model S that outperforms the i7 in terms of range and acceleration. Lucid Motors Inc. has already delivered hundreds of its electric Air sedans.
Fun-to-drive model
BMW continues to promote the car as a fun-to-drive model. Its designers decreased the number of physical buttons, installed a curved digital screen around the driver’s seat, and updated the software to help with lane maintenance and automatic parking. The base i7 goes from zero to 100 km in 4.7 seconds, which is somewhat slower than the EQS and far slower than the Model S.
