Editor's introduction: The seventh generation of BMW 7 Series has left a deep imprint on this April without the Beijing Auto Show. Presumably, the last new car with such controversy was the new Mercedes-Benz S-Class codenamed W223. Too many subversive design languages converge on the same car, and it is inevitable that people will be a little uncomfortable.
To this day, I still have in my drawer the poster of the fifth-generation BMW 7 Series, code-named F01, which was included with a subscription to Car Friends magazine. In an era when smartphones were not yet widespread, most of our good memories of a car came from this. The poster posted at the head of the bed, when the teenager woke up, he stared for a moment, and at this time, the inner voice also rippled in his mind: I want to buy a 7 Series.
Such a voice is not only a desire for a car, but also a beautiful vision of the future to stand out. The 7 Series, as the flagship of that Bavarian luxury brand. Past models have also often become a must-have model for posters or wall calendars. And the fifth generation of the 7 series that I have always treasured is perhaps the generation that has left the deepest impression on Chinese consumers. The beautiful angel eye headlights, the breathtaking "double kidney" intake grille, and the full and agile posture all make the teenager fall. Since then, angel eyes, "double kidneys" and Huo's corners have also become representatives of BMW design.
The large grille with split headlights subverts the previous design
Yes, when a BMW loses these elements, it is inevitable that it will bring controversy. Not to mention that in the new generation of the 7 series, the changes are so great.
Although in the mid-term redesign of the X7 and the new generation of 7 series spy photos, we have vaguely understood the appearance of the new 7 series will use split headlights, but when it is really in front of our eyes, we still do not adapt. Not to mention the angular double-layer light group and the previous elegant angel eye split, the huge grille for the visual height of the improvement and with a more upright posture, complex polylines to replace the previous feminine "skin" wrapping, BMW 7 Series changes seem to have never been so big. Even with another visible Horn, it's not hard to see BMW's weakening of this element.
In addition, the large reduction in physical buttons in the car also makes the new generation of the 7 Series very different from the previous generation. When the Mercedes-Benz S-Class has eliminated the dual screen, BMW has used this design. The 12.3-inch full LCD instrument with the 14.9-inch curved composite central control screen is suspended above the dashboard. The luxurious mechanical texture lost by the vanished physical keys is replaced by wrap-around crystal trims and wood trim panels. And this crystal trim is not decorative, but also has the function of an atmosphere lamp, the brilliance of the light is matched with a larger size of the screen light, and the sense of personalization and technology has never been so public.
However, we didn't have too many surprises about the styling of the interior. A similar design has been seen in the cockpit of the BMW iX, which was previously launched.
The controversy over the new generation of BMW 7 Series actually comes from those who once loved the car, losing the look of their ideal car. In fact, what gives designers the confidence to change is not only the confidence in the new shape, but also the positioning of the 7 series. Unlike the attributes of the 3 Series and 5 Series, the BMW 7 Series is destined to belong to a few people. Therefore, the styling of the 7 Series does not need to conform to the rules like the former to meet the aesthetics of more consumers. And the subversive appearance will also be more in line with the preferences of a few people. Just like the once questioned 4 Series and M3/M4, these models were also in a state of increase in price increases in China.
Under the controversial shape, there is also a hidden mystery
Compared with the surprise in the shape, the release of the 7 series brings more of the unparalleled shock of this D-class car for the sense of technology and luxury.
And the grille that was criticized by netizens as a "pig nose", BMW is doing its best to publicize it this time. The outer frame of the grille can be lit, and the recognition brought by the huge LED strip is unprecedented. Like most models, the front camera is placed in the center of the grille, but BMW also provides it with a separate cleaning device. Compared to the headlight cleaning function that is always listed as a chicken rib configuration, the camera cleaning of the new generation 7 Series looks much more practical. Even, in the previously exposed spy photos, the front of the BMW 7 Series has also been integrated into the lidar, which shows that the bmw 7 Series' driving assistance performance in the future is also worth our expectations.
And the split headlights that are used by too many brands have become the appearance of the BMW 7 Series. The slender upper light group is responsible for the function of the daytime running lights and turn signals. The lamp chamber is inlaid with authentic Swarovski crystals. These crystals are illuminated by 14 LED units, which have the effect of a breathing light when the owner approaches with the car keys. This is a sense of ceremony exclusive to the owners of the 7 Series.
However, compared to the ingenuity of the front of the car, the rear of the car seems to be less complementary to the function and design. For example, the trunk opening button and the rear camera are exposed. Obviously, this part of the design is not as clever as the mass combination.
The disruptive design has its mark
While we rarely find a shadow of the previous generation in the look of the all-new 7 Series, these highly controversial elements are not the first time they have appeared on BMW.
As we all know, the huge grille has been proud on the 4 Series, M3\4, i4 and iX. In fact, the longitudinally stretched grille has been used in BMW's earlier models, such as the 303 model (1933), which opened up the BMW double kidney shape, which is a symmetrical longitudinal grille running through the front of the car; and the BMW 2002 Hommage concept car unveiled in 2016 also has a design similar to the split headlights. It's just that one is too long ago, and one is not well known to us as a concept car. The two-color body used in the new car has actually been introduced on the previous generation M760Li model.
Through the changes of the new generation of 7 series, it is not difficult to see that the new car pays more attention to the sense of luxury and technology. Less sporty and elegant. Even the grandeur of the BMW 7 Series body reminds many people of Rolls-Royce Gust, whose status in luxury cars does not need to be repeated. As a BMW brand, Rolls-Royce inevitably has a thorough design. Perhaps in the eyes of BMW 7 Series designers, BMW's unparalleled control can be left to the M3, and the sense of luxury is all handed over to the 7 Series.