BMW 7 Series: A Tech and Comfort Showcase Amidst Style Controversy and Mercedes-Benz Rivalry

For nearly five decades, the BMW 7 Series has lived in the shadow of the Mercedes-Benz S-Class—a worthy contender, but rarely the benchmark. With the latest G70 generation, BMW may have finally shifted the balance. It offers a stunning display of in-car technology, luxury, and bold design that challenges its Stuttgart rival head-on.

A Legacy Reimagined

From the debut of the original E23 in 1977, the 7 Series has carried the torch for BMW’s interpretation of executive luxury. Despite consistently delivering innovation, it often fell just short of dethroning the S-Class as the king of luxury sedans. Now, with the controversial and lavish G70, BMW appears to have thrown everything at redefining the segment.

With the current S-Class (W223) receiving only a facelift since its 2020 launch, the G70, at least temporarily, holds the upper hand. It excels especially in technological appeal and cabin luxury.

Bold Design: Divisive but Distinctive

BMW has never shied away from controversy, and the G70 continues that tradition with unapologetic flair. Designed under Domagoj Dukec, its bold split headlights—complete with Swarovski crystals—and oversized illuminated kidney grille command attention. However, opinions remain divided.

While the design may recall memories of the Chris Bangle-era E65, it’s already showing signs of growing acceptance. This is much like the once-contentious styling of the current M3 and M4. The side profile remains classically 7 Series, but the rear sports sleeker proportions and X4-inspired taillights. Chrome accents and plain-looking 20-inch alloys differentiate the more luxury-focused Design Pure Excellence trim from its sportier M Sport sibling.

Inside the 7: Luxury Through Innovation

Step inside, and you’re greeted with a sensory overload. The G70’s cabin blends minimalism with futuristic tech. The centrepiece is BMW’s curved display, combining a 14.9-inch touchscreen infotainment system and a 12.3-inch digital cluster. Unlike the newer OS 8.5, the older OS 8.0 interface keeps most functions as standalone icons. This makes it relatively easier to navigate.

An ambient crystal-lit “Interaction Bar” runs across the dashboard, housing climate controls and other features. However, touch-sensitive surfaces replace many physical buttons—often a mixed blessing. The climate interface in particular, located below the display, can be cumbersome compared to traditional button layouts.

Rear-Seat Royalty

The real magic happens in the back. BMW has clearly prioritized the chauffeured experience, especially with optional upgrades like the 31.8-inch 4K Theatre Screen that drops from the ceiling. Rear passengers can recline their seats up to 42.5 degrees (if the front seat is unoccupied). They enjoy massaging and ventilated lounge seating, and adjust settings via 5.5-inch screens embedded in the door handles.

Adding to the immersion is a 36-speaker Bowers & Wilkins audio system. It is developed in collaboration with BMW and Hollywood composer Hans Zimmer. It’s a sensory theatre on wheels, designed to pamper rather than just transport.

Driving Dynamics: Six-Cylinder Surprise

Under the bonnet, the 740i comes powered by a 3.0-litre turbocharged inline-six with mild-hybrid assistance, producing 280kW and 540Nm. Despite its luxurious intent, the engine delivers smooth, responsive performance with little turbo lag and surprising efficiency. Over a week of mixed driving, consumption averaged 8.9L/100km—impressive for a car of this size and power.

Air suspension at all four corners ensures a buttery ride, absorbing bumps while maintaining road feel. Only the ZF-sourced 8-speed transmission showed occasional hesitation during abrupt downshifts, though it remained seamless for most cruising scenarios.

Verdict: A Real S-Class Contender?

After decades of playing catch-up, BMW’s 7 Series finally feels like it’s leading—at least for now. The 740i Design Pure Excellence may not boast the electrifying punch of the i7 M70 or the efficiency of the 740d. However, it strikes a near-perfect balance of comfort, refinement, and tech in a petrol-driven package.

Priced from R2 284 104 before options, it’s far from affordable—but that’s not the point. The new 7 is a statement. BMW can do luxury with as much flair and substance as Mercedes-Benz, if not more.

In a segment driven by innovation and prestige, the G70 7 Series isn’t just closing the gap—it’s rewriting the rules.