BMW has unveiled a new version of its flagship 7 Series limousine, which the company's management calls the biggest intervention in the model since its launch in 1977. The seventh generation was unveiled simultaneously at the Beijing Motor Show and at an event in New York, and the carmaker sees it as a technological leap from which other models will gradually draw.
Sebastian Mackensen, BMW $BMW.DE 's head of North America, stressed that this is not just a conventional facelift. He said the new car represents "a real transformation, not just a refresh", especially with a completely new digital environment in the cabin.
New interior: full-width panoramic display
The biggest changes are inside. The new 7 Series is the first production BMW to adopt the Panoramic iDrive system from the future Neue Klasse platform. This is a digital strip on the lower edge of the windscreen that displays important information for the driver across its entire width, complementing the classic central touchscreen.
The interior features a newly shaped steering wheel, a fully digital rear-view mirror and, for the first time, a separate screen for the front passenger. At the rear, the car can be fitted with a large 'theatre screen' that folds down from the ceiling to watch movies or work while on the move - the overall impression is more of a 'moving lounge' than a conventional saloon.
Producers point out that the new operating system and the multitude of touch and voice controls have significantly reduced the number of traditional buttons, making the car's controls more akin to a modern digital device than a traditional car.
More electromobility
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Under the bonnet, the new 7 Series offers a mix of fully electric, plug-in hybrid and conventional combustion versions. Two electric variants of the i7, a six-cylinder and an eight-cylinder petrol, are coming at launch, with the 750e xDrive plug-in hybrid due to follow in early 2027.
The biggest news is the new battery pack for the electric versions. The i7 60 xDrive gets a battery with a usable capacity of around 112.5 kWh, using a sixth-generation cylindrical cell with around a fifth higher energy density than existing cells. As a result, BMW estimates a range of over 350 miles (more than 560 kilometers) on the American measuring cycle and the ability to charge the car from 10 to 80 percent in about 28 minutes at a suitable fast charger.
Mackensen describes BMW's approach as "openness to technology". The aim, he says, is for every customer to get a "full-fledged seven" whether they choose pure electric drive, a plug-in hybrid or a six- or eight-cylinder petrol engine. The customer is to choose the type of powertrain according to his or her preferences and capabilities, without compromising on equipment or comfort.
Sales reality: the majority of clients still choose internal combustion engines
Although BMW is pushing the technology and expanding the range of electric cars, management admits that demand for pure electric cars has experienced a weaker period in the US. Mackensen recalled that after government incentives were curtailed, the pace of sales for EVs dropped, with the 7 Series accounting for about a quarter of pure electric units sold in 2025. Another 7 percent or so were plug-in hybrids, so roughly two-thirds of customers still chose a conventional internal combustion engine.
But BMW's North American boss believes this is a temporary blip. He expects the EV market to gradually return to growth after the current "slump" as infrastructure improves and battery costs come down. It is therefore important for carmakers to be prepared for both continued demand for conventional engines and an eventual acceleration of the transition to electric power.
Overall, BMW sees the luxury segment as relatively resilient. Mackensen said that even though overall U.S. auto sales are down year-over-year, BMW has been able to decline less than its competitors and thus gain market share. The company has had three record years in a row (2023-2025) and is aiming for a fourth record in 2026.
When and for how much: production from summer, starting price over $100,000
Production of the new 7 Series will begin in July at BMW's Bavarian plant, with the first cars expected to reach customers in the autumn. The price of the all-electric i7 50 xDrive starts at around $106,200 in the US, while the more powerful i7 60 xDrive starts around $124,700. The 740 gasoline variant is expected to sell from around $99,800, just under the psychological $100,000 threshold.
For BMW, this generation of the 7 Series is a key one: it's meant to show that the automaker can combine traditional luxury and comfort with new digital technologies while offering customers a choice between electric and conventional powertrains. The first months after the launch will show how well the new model will catch on in the market - especially the share of electric versions and the ability to maintain a record sales streak in a segment where some of the competition with large sedans is rather receding.