This may be the generation of BMW 7 Series that caused the most controversy due to the outflow of design spy photos before the world premiere, which is also the generation of BMW 7 Series that completely washed away the Bangor mark. When looking at the floor plan alone, many people's reaction is: "That's it? But when tonight's global launch ceremony followed, the reaction of all viewers became: "That's it... Very good. ”
This generation of strong Chinese flavor of the BMW 7 series is quite OK
Chiptzer, Chairman of the BMW Group, said: "The new BMW 7 Series is our pinnacle, combining trendsetting subversive design with innovative technology. The innovative BMW i7 is the strongest of the 7 Series, the latest example of BMW's successful development and determined electrification transformation. ”
Chiptzer, Chairman of the BMW Group
From the appearance, the length of the body reaches 5391mm, the height also reaches about 1550mm, and the vertical large-area intake grille is very similar to the Guste of the same group. The most controversial design is not too much of a problem in the eyes of Duke, head of brand design at BMW Group BMW: "I really like the bold, avant-garde look of this car. Because this is our flagship model, the management including the board of directors, etc., hopes to avoid too much risk on such a heavyweight model. Yet we took the risk and boldly declared our design claims. We hope that through such a bold design, more customers will be brought into the luxury of large luxury cars. ”
This also means that while friends maintain the family matryoshka model, BMW still insists that the D-class car must have the appearance of a luxury car, insisting on using the word "privilege" to define the new 7 series and BMW i7, hoping to allow users to obtain an exclusive sense of honor. Judging from the real cars seen tonight, BMW has always adhered to the "find a solution in contradictions", and the previous BMW was good at making its products both efficient power and dynamic performance, and in this generation of 7 Series, it has become an effort to achieve both luxury and sustainability.
Duke's insistence on the two keywords of boldness and majesty in the design has been perfectly realized in the new 7 Series, capturing the essence of "atmosphere" in Chinese. In the design of the interior, the elegance that Duke and BMW hope to embody is also reflected through exquisite light and shadow and the extensive use of wood, cashmere, leather and other fine materials. As for bmw's consistent adherence to the sense of movement, it can allow users to get a perception from the driving performance and driving experience that BMW has always been good at, completely surpassing the human-computer interaction experience of previous BMW models and providing a plus for the new 7 Series.
This large 31-inch screen has excellent visual effects
Sitting in the rear row of the new 7 Series, you will first notice the armrest touch screen with many functions integrated on the door panel when closing the door, and then you will be fully attracted by the 8K31-inch suspension screen overhead. This big screen can play streaming media through 5G, provide users with content in cooperation with Amazon Fire TV abroad, and cooperate with local suppliers to provide entertainment content at home. When the user does not need it, this large screen can also be folded to the roof, so that users can not be occupied by this large screen.
According to Duke, the biggest challenge for the new 7 Series is to meet the needs of Chinese customers and not to ignore the needs of consumers in Europe and the United States. For the 7 Series, it will be very attractive to both young and older users. These doom BMW to make a lot of efforts to meet the differentiated and individual needs of its customers. In order to meet these needs and to differentiate itself from its competitors, BMW adheres to the user-centric approach and focuses on meeting customer needs. In China, BMW has both a team responsible for market research and a team responsible for design, who come together to listen to the voices of Chinese users and strive to find the best solution in this global model. The individual needs of these users can be met by customized functions and configurations, and can also help users achieve their own needs by providing different positioning segments.
In China, which accounts for nearly half of the sales of the 7 Series, users have a unique standard for luxury.
Mr. Gao Le, President and CEO of the BMW Group Greater China, said: "The new BMW 7 Series was developed in Germany and the design was inspired by China. China is not only the world's largest market for the 7 Series, but also a leader in future automotive design trends. We believe that today's China's movements will lead the world's direction tomorrow. ”
In order to meet the needs of potential Asian car owners represented by Chinese users as much as possible, the new 7 Series has emerged with creative crystal daytime running lights and ring-shaped flare grilles, which can fully reflect What Duke calls "a sense of honor and exclusivity, while being elegant and atmospheric", and even "looking unique at night" as he wishes. The rear suspension giant screen and entertainment system in the interior are also designed based on the high standards of Chinese users for the in-car entertainment experience, and have become one of the highlights in the eyes of users at the global launch.
The innovative BMW i7 marks THE BMW flagship's entry into the era of pure electric power
The innovative BMW i7 is the fifth pure electric product brought to China by the BMW Group and the flagship of the BMW Group's pure electric product lineup. The new car is equipped with the BMW Group's fifth-generation electric drive system, and also uses an advanced computing platform and intelligent equipment, which technically has the possibility of L3 level automatic driving.
As the electric flagship of the BMW family, the innovative BMW i7 offers Chinese customers a truly exciting and exciting car in the large luxury car class. The new car is equipped with dual motors, bringing a cruising range of more than 600 kilometers, allowing customers to combine pure green travel with respect for comfortable driving pleasure.
For this flagship product, Duke does not skimp on its own praise. "If you define the style of each car in one word, the BMW iX will be the 'future', and the innovative all-electric BMW i7 and the new 7 Series should be the word 'privilege'."
The interior of the i7 is almost indistinguishable from the fuel version of the 7 Series
The innovative BMW i7 is also a vivid representation of the BMW Group's sustainable strategy. The BMW i7's battery and vehicle production is all made of green electricity, while the application of high-quality recycled materials further reduces carbon emissions. The BMW i7 offers customers a stylish Merino leather/cashmere combination interior. The new car also uses high-standard recycled aluminum in a targeted manner, significantly reducing carbon emissions in the supply chain.
It is expected that in 2022, the BMW Group will have 15 series production and trial production of pure electric vehicle models, covering about 90% of the luxury car segment. With the recent domestic and BMW i7 debuts in China, BMW will provide five pure electric models for Chinese customers. By the end of 2025, the BMW Group expects to deliver a total of 2 million pure electric vehicles worldwide, with one in every four new vehicles sold in China. BMW's "next generation" model, which represents a leap forward in next-generation technology, will begin trial production in 2024 and be introduced to the market in 2025.