The BBA's "sword goes sideways" in design, as if no one is willing to "concede defeat". First of all, the new Mercedes-Benz S-class has changed dramatically, and the tail of the "囧" car has made netizens shout "discomfort", followed by the Audi Q6, which is difficult to find classic elements in design, and has been directly PS into the new Tiggo 8, and recently, after the domestic debut of the new BMW 7 Series, the voice of the spit seems to be greater.
"Look at it this way, the Mercedes S-Class is so beautiful; why is the front face thicker than the X5; isn't that a red flag?" In the comments section of related articles, we can always find similar reviews. Indeed, after the new S-class "deviation", everyone is looking forward to the new 7 series, through a more "normal" vision to save the aesthetic, and it is likely to be reversed in the new pattern, but from "angel eyes" to "Mimi eyes", the audience obviously does not buy the real car effect.
More worrying is the future, in the SUV-oriented, Porsche Panamera, Maserati Ghibli and other petty luxury luxury brands under the impact, the market share of traditional luxury D-class cars is not optimistic, in 2021, Mercedes-Benz S-Class, BMW 7 Series and Audi A8 are 23456 units, 22287 and 15646 vehicles, in addition to bBA and Lexus and other few, luxury brands have the courage to launch D-class cars, there are not many.
In addition to sales, these "diamonds at the top of the social circle" represent the brand image and future trends, but in the debut of the new 7 series, driving pleasure, handling performance and other words, began to be replaced by "oil to electricity", technology luxury, fans for the next generation of 3 series, 5 series, and even X3, X5 pinched sweat, BMW changed.
In the past 10 years, the selling points have become less, and "oil to electricity" is a hard injury that cannot be avoided
Not to mention the design controversy, I believe that most of the students have not yet gotten the sense of beauty, is it good or not? This question may be left to the market sales volume after 2 years to answer.
The interior part of the car should be the selling point of the new 7 series of centralized output, the double screen is expected, the effect of the crystal atmosphere light is quite dreamy, many details also use the crystal material, the seat adjustment button shape on the door panel, and even some like Mercedes-Benz, the rear leg space has also been comprehensively improved.
But words like "technology, comfort, luxury", even if placed on a D-class car, are difficult to associate with BMW. Because, before it has always been based on the inclusion of these, how to completely interpret the movement and dynamics, so that the new 7 series actually only completed half of the goal.
More representative is the back row, the most conspicuous is the left and right door handles of the 5.5-inch touch screen and the foldable 31.3-inch 8k entertainment screen, big is really big, will it be hard-plugged configuration chicken ribs? Million-level car owners, will they really watch TV in the car? Recall that 10 years ago, the selling point of the 5 series and 7 series is also a display screen in front of the rear passengers, I did not expect that 10 years later, the new 7 series product points are still there, but this time from the icing on the cake to the hustle and bustle, but also incidentally the sports DNA was killed.
The most controversial is the i7, the new 7 series code name is G70, using the CLAR oil power platform to build, which also brings about the i7 "oil to electricity" problem. In fact, CLAR was the platform that debuted in the previous generation of the 7 series in 2015, but at that time, BMW's enthusiasm for new energy vehicles did not seem to be high. Nowadays, the 7 series and i7 are suspected of "fried cold rice" together.
In contrast, Mercedes-Benz S and EQS use two independent platforms of MRA2 and EVA, while Audi has four electrification platforms of MLB evo, J1Performance, MEB and PPE. Looking back at the new 7 Series, the power system is obscured, and the fuel car has almost the same appearance and the same interior design as the pure tram, which obviously lacks novelty.
It's 2022, is this really change and innovation? The new BMW i7 has also been called "the most expensive oil in history".
3 series, 5 series change, cancel the 2.0T house sales?
This also shows that BMW has different new energy strategies from Mercedes-Benz and Audi. British media "Autocar" has analyzed: the separation of fuel vehicles and new energy vehicles, for luxury brands means greater development space and fault tolerance rate, on the one hand, traditional fuel vehicles can adhere to the brand DNA, and gradually guide consumer concept changes; on the other hand, pure electric models can make bolder attempts to change the experience and combine attack and defense.
For BMW, no one will question the driving control ability of the new 7 Series, but if the result of taking into account traditional fuel and new energy is to make the oil car too jumpy and the tram too moderate, why bother? Since CLAR can take care of both oil and electricity, designers should provide the 7 Series and i7 with two appearances that should belong to them.
In the forum, the fans of the most worried is the future changes of the 3 series and 5 series, after all, the 7 series owners are only a minority, at present, in addition to Z4, all the longitudinal rear-drive models of BMW have used the CLAR platform, according to the presentation of the 7 series and i7, the next generation of the main model to "change the face", the result may not be the surface spit or controversy, sales will have more direct feedback, lost in the change, or combined with their own response and the times, the answer given by the whole series 7 series seems to be the former.
Speaking of specific purchases, the new 7 series released a total of 7 powertrains, in addition to the European diesel version of the 740d, there are 3 gasoline, 2 plug-in and 1 pure electric power. Among them, the i7 uses front and rear dual motors, comprehensive power of 544 horses, peak torque of 745N·m, with a 101.7kWh battery pack, in the WLTP working conditions can achieve 625km of endurance, the book data is general, the follow-up will be a lower price of the single motor version and accelerated faster performance version.
Fuel version of the model all use light mix system, and the entry is 3.0T, from this point of view, the positioning of the whole series of 7 series is upgraded, referring to the current 3.0T model Price threshold of more than 900,000, catching up with the shortage of parts, the sense of science and technology armed to the teeth of the new car, to a large extent will be the same.
But before, the sales force of the 7 series was the 730li version equipped with 2.0T, and according to the market performance before the X5 and 7 series, the price resistance of high-end models was relatively general, once the market was pre-cooled, it was also foreseeable to increase the preferential efforts and push the 2.0T model in the future.
summary:
In the design of "too much force", the new BMW 7 Series has not been able to get out of the strange circle, but the current market law is not afraid of "playing exciting", even the introverted Lexus has begun to change, as the "former old two" BMW 7 Series, completely release itself to fight once, it is also reasonable.
However, behind the design debate, bmw's internal subversion is even greater, and the new "Bayir" flavor also needs to be re-familiarized and felt.