BMW AG will launch the midlife facelift of the 7-series sedan in the United States on April 22. The car should please critics who found the current version of the 7 series too radically styled and too complicated.
The ad campaign will begin soon before that. BMW is using the slogan "Don't let them take the drive" in the United States and Europe, where BMW research shows that owners prefer to drive their cars themselves. In Asia, where chauffeur-driven cars dominate the upper-luxury sector, the slogan will be: "The benchmark of greatness is the 7 Series."
Prices were not available last week.
Torsten Muller-Otvos, chief of BMW brand marketing, said: "This car must look like a big (sedan) and bring more sportiness and dynamics."
This new version of BMW's flagship was tweaked to answer criticisms of some of the current model's styling and features.
Addressing 2 sore points
For those who found the controversial styling of the fourth-generation BMW 7 series hard to swallow, there is relief in sight. And for those who got frustrated navigating the equally controversial iDrive electronic control system frustrating and confusing, BMW has made changes.
When the fourth-generation 7 series was launched in 2001, BMW purists said BMW designer Chris Bangle was out to destroy their sacred brand. The iDrive system drew harsh criticism for being so complex that it forced drivers to take their eyes off the road to click through multiple steps just to perform simple functions such as changing the radio station.
The facelifted version will have changes that address some of the criticisms. The Bangle-era styling touches have been softened, particularly at the rear, where a new trunk lid gets a horizontal chrome strip that makes the car look lower, even though the trunk lid itself is a fraction of an inch higher.
At the front, the kidney-shaped grille is wider, higher and more deeply integrated into the bumper. Headlights and taillights also are new.
iDrive has new buttons that make it easier for occupants to change functions quickly.
For the U.S. market, the 750i and 750Li get a new 4.7-liter V-8 that gets 367 hp at 6,300 rpm. The power output will be up 10 percent compared with the 4.4-liter V-8 offered on the current 7 series.
BMW says fuel economy remains at 24.8 mpg. The 5.9-liter, 445-hp 12-cylinder engine on the 760i and 760Li is unchanged.
The U.S. market will have to do without two diesel engines available in Europe. Also not available in the United States is the smaller V-8 gasoline engine.