It's been more than a year since the all-new BMW 7 Series was launched, and as a rare flagship large luxury sedan, its visibility on the road is now getting even higher. Judging from the actual market performance, the new 7 Series is of course selling well, but its controversy between fans and consumers has never stopped, mainly focusing on the exterior design: is this the domineering "Rollsley 7", or the "squinting eyes + big nostrils" that are too violent?
Obviously, this is a BMW that is full of topics and can even make people quarrel, and it will have a good return rate when you see it on the road, whether you like it or not, the sense of presence is too strong. And when we look back at history, we will find that in the earliest birth and replacement development of the BMW 7 Series, it can also be called one of BMW's most controversial car series. Let BMW take you to a plate today.
The first generation BMW 7 Series (E23, 1977-1986)
Is it still a BMW?
In the 1970s, BMW made leaps and bounds thanks to the accumulation of the first new generation of models with the BMW 1500 as the main force: the first BMW 5 Series (E12) was launched in the strong mid-size car market, and the original BMW 3 Series (E21) was launched in a more compact and fun to drive – it was time to push the brand's limits and pursue a higher end of the market.
The first generation BMW 7 Series (E23)
Against this historical backdrop, in 1977, the original BMW 7 Series (E23) was created and was created by Dr. Eberhard von Kuhenheim, then CEO of BMW. Eberhard von Kuenheim) planned and built it himself. There is no doubt that the original 7 Series was intended to compete with Mercedes-Benz's flagship model, the SE, as a large BMW car, and "building bigger and bigger" seems like a very undesirable thing to fans who believe in BMW's pure driving pleasure.
After all, when the original new-generation model BMW 1500 was launched as a slightly larger and medium-sized car, it received a lot of bad reviews as "not pure enough", let alone a large car like the 7 Series. Therefore, since its birth, the 7 series has been full of controversy and has been burdened with not easy public opinion. But BMW's expectation of it is "confident but not conceited", which shows that BMW has sounded the clarion call to enter the luxury car market again and has begun to fearlessly challenge Mercedes-Benz's position.
Although the original 7 Series was slightly bulky and bloated in appearance, at a time when people were tired of the "old" face of the Mercedes-Benz S-Class, this game-breaking new car with clean body lines undoubtedly injected a breath of fresh air into the luxury sedan market. In 1980, the 745i, powered by a 252 hp turbocharged engine, became the flagship model of the 7 Series, further establishing itself as the most powerful luxury sedan of the German brand at the time.
The original 7 Series also featured a number of innovations, such as the 3.2-liter engine of the 732i in 1979, which was the world's first engine to feature Motronic's all-condition electronically controlled fuel injection and ignition system (provided by Bosch Bosch, since then the familiar i has appeared on the tail mark, which means fuel injection, while previously it was a carburetor), so that the excellent quality of the early 3 Series and 5 Series sedans has been even more beautifully interpreted.
By the time it was discontinued in 1986, the total production of the original 7 Series had reached 285,000 units. This unprecedented and completely different flagship premium car series of BMW's real market performance proves BMW's ability to build large luxury cars, and it is not afraid of controversy, and it has been running wildly all the way.
The second generation BMW 7 Series (E32, 1986-1994)
The design subverts the "law of the ancestors", and the V12 is 4 years ahead of Mercedes-Benz
At the 1986 Paris Motor Show, the second-generation BMW 7 Series was unveiled with a subversive styling style. Claus Luthe, BMW's chief designer at the time, boldly broke with the nearly two-decade tradition of BMW's straight-line body design concept set by the first generation of sedans. Before that, any designer believed that this classic design concept that led BMW out of the abyss was inseparable from the blue sky and white cloud logo.
The second-generation BMW 7 Series (E32) The photo shows the 750iL with a V12 engine
The controversy is here again, the law of the ancestors is immutable? In fact, with their creativity and skill, the Rute team has retained BMW's core design elements such as the twin round headlights, kidney grille and Holmes corners, while outlining a perfectly sleek body, while the new design concept will engrave features such as a low front end, a raised waistline, and L-shaped taillights, all of which will be engraved in BMW's brand DNA. If it is not broken or standed, BMW will inherit it, and it will be surpassed.
At the same time, the second-generation BMW 7 Series is the first BMW to be equipped with a traction control system, and the introduction of adjustable damping dampers has also struck a balance between sportiness and comfort. In 1987, after the six-cylinder 730i and 745i, the flagship 750i was launched, with a larger, more boxy kidney grille and a 5-liter M70 V12 engine with a maximum horsepower of 300 hp – the first all-new V12 engine built in Germany since the end of World War II, four years ahead of Mercedes-Benz! The 750i was also the world's first production car to be equipped with a reversing radar, xenon headlamps and electric suction doors, followed by a long-wheelbase model (E32/2), the beginning of the 7 Series long-wheelbase model.
Bigger, more advanced, more outstanding, more luxurious – until the second generation of the 7 Series was discontinued in 1994, its total production jumped further to 311,000 units, accounting for only 10% of total sales and contributing 20% of profits. Dr. Eberhard von Kuhenheim, then CEO of BMW, later recalled: "BMW completely broke the traditional rules, but it also gave us the opportunity to outperform our competitors. Eventually, we introduced the V12 engine, which accounts for two-thirds of the world's total production of 12-cylinder engines. This has improved our position in the automotive industry and has since deprived Mercedes-Benz of the possibility of looking down on us. "The BMW 7 Series, which does not follow the usual path, has successfully established its image as a game-breaker after two generations of success.
3rd generation BMW 7 Series (E38, 1994-2001)
Unanimous praise, sales surpassed Mercedes-Benz S-Class for the first time
After the initial controversy and skepticism, the groundbreaking first and second generation of the BMW 7 Series proved in the market that BMW is not only an innovator in engineering and electronics, but also a leader in design and branding. In 1994, the third-generation BMW 7 Series (E38) began to stabilize after the market became accustomed to BMW's large luxury cars and had the courage to break through the design style.
3rd generation BMW 7 Series (E38)
The E38 7 Series inherited the calm demeanor of the second-generation model, and appeared in a solemn and coordinated posture, but it looked restrained and elegant. With its super popularity, it also naturally became the agent car in the 007 movie that year, leaving a name in history on the classic screen.
What's more, the third-generation 7 Series has historically outsold the slightly bloated Mercedes-Benz S-Class (W140) of the same period. In addition to the outstanding inheritance of the design values of the second-generation 7 Series, the technical advancements and innovations are also evident: in terms of mechanical structure, the third-generation 7 Series features the same multi-link rear suspension as the original 8 Series (E31) coupe, and is also the world's first production car equipped with the original satellite navigation system.
In 1996, the 7 Series received a mid-cycle facelift, with an increased V8 engine displacement and VANOS (Variable Camshaft Timing Control System) to further increase the power output. In 1999, the 740d was introduced, the world's first passenger car to be equipped with a common rail direct-injection V8 diesel engine, which was in no way inferior to the V8 petrol engine of the same period, with a maximum output of 245 hp.
In 1998, BMW launched an unprecedented special edition of the 7 Series, the L7. It has a wheelbase that has been lengthened by a full 25 centimetres, has more rear space and has luxury features that are not available in standard models. It is only sold with the powerful V12 engine and is launched for select buyers in Europe, Southeast Asia and the Middle East. After selling less than 900 units, production was discontinued in 2001. Among the owners of the L7, the most famous is Karl Lagerfeld, a fashion legend known as "Galeries Lafayette".
In 2001, the third-generation 7 Series was discontinued, with a total production of more than 327,500 units. As Dr. von Kuhnheim put it, the new 7 Series is designed to encourage customers to buy higher-class, more equipped and more expensive models, so that sales can grow faster than sales. After three generations, no one can doubt the success of BMW's attempt at the large luxury car market.
Fourth-generation BMW 7 Series (E65/E66, 2001-2008)
The law of "true fragrance", and the groundbreaking iDrive system
While many people are counting on the BMW 7 Series to make steady progress and smooth sailing, the fourth-generation 7 Series (E65), which came out in 2001, has once again made unexpected waves. The fourth-generation 7 Series was the first BMW production car built by the renowned Chris Bangor design team, and its unprecedentedly aggressive styling sparked heated debate.
4th generation BMW 7 Series (E65)
The fourth-generation BMW 7 Series breaks through the flat and stable body lines that should be expected of a large luxury car, and is as active and dynamic as a coupe; The new angel eye headlights lack a solemn atmosphere, but "let go of themselves" like the body lines; The bonnet was later smoothly integrated with the xenon headlights, and the split taillights even extended inward into the luggage bonnet. The avant-garde design makes people can't understand it, but it once again refreshes people's impression of BMW's large luxury car, does it have to be so serious? The fourth-generation 7 Series undoubtedly profoundly innovated BMW's luxury paradigm.
In addition to the aggressive styling, the fourth-generation 7 Series also has a series of advanced features, the most representative of which is BMW's pioneering human-machine interaction system iDrive, which has also sparked heated debate and had a profound impact on the automotive design industry. In addition to the V8 engine with Valvetronic's variable valve lift system, the flagship 760i is also equipped with the world's first 6.0-liter V12 direct-injection engine, which produces a staggering 445 hp.
The fourth-generation 7 Series is also equipped with the world's first six-speed automatic manual transmission as standard, and it is the first to combine it with the electronic pocket gear, so that the electronic pocket gear popular in Mercedes-Benz today is actually an imitation of BMW. The new additions of the active anti-roll bar, electronic smart key and infrared night vision system also make for a more modern experience.
Launched in June 2002, the fourth-generation 7 Series long-wheelbase model was the first to receive the E66 chassis designation, with a 140mm longer wheelbase for additional rear legroom. This was followed by the 7 Series bulletproof safety car (2003, E67) and the hydrogen-fueled Hydrogen 7 (2006, E68).
The BMW 7 Series was the most dynamic, avant-garde and controversial of the 21st century in the history of the BMW 7 Series after the turn of the millennium. Importantly, despite the fan buzz over this generation of the 7 Series, its total production of 343,000 units shows that consumers are welcoming and enthusiastic about the novelty.
The fifth-generation BMW 7 Series (F01/F02, 2008-2015)
Smooth and feminine, the absolute strength of the Mercedes-Benz S-class
At the 2008 Paris Motor Show, the fifth-generation BMW 7 Series was officially unveiled, and under the leadership of chief designer Karim Habib, it has a smoother body shape than previous models, which is in fact the inheritance of the dynamic style of the fourth-generation 7 Series.
5th generation BMW 7 Series (F02)
From top to bottom, the fourth- and fifth-generation BMW 7 Series has a dynamic and smooth body shape
Its tail line is softer, a return to the earlier style. In addition, in order to meet the requirements of pedestrian safety regulations, the folded line of the engine compartment cover has been raised, the kidney grille has been significantly enlarged, and the headlight cluster has been moved back relative to the bumper.
Like the unanimous and steady reviews of the third-generation BMW 7 Series, the fifth-generation BMW 7 Series once again achieves the greatest common divisor between BMW's design team and the public's aesthetics. In terms of technology, it brought the revolutionary "chicken leg" electronic shift lever, which replaced the previous electronic gear and has been used to this day. The excellent new V8 engine (the twin turbo wheel is located between the two sets of cylinders, which improves compactness and facilitates warm-up) and an all-aluminum V12 engine are complemented by a new chassis and double wishbone front suspension, which is equipped with air springs as standard and an integral active steering system that adjusts the angle of the rear wheels at any speed.
In addition, the fifth-generation 7 Series has also received an upgrade to the iDrive system, which was facelifted in mid-2010 with an upgraded infrared night vision system, in-vehicle internet (which provides real-time traffic information to the satellite navigation system) and a head-up display (HUD).
With the improvement of styling acceptance and a large number of technological innovations, the fifth-generation BMW 7 Series has reached a new level of product strength and competitiveness, especially in the domestic market, realizing the absolute sales leadership and even suppression of the Mercedes-Benz S-class (W221) in the same period, so that the entry-level models of that generation of S-class are under pressure, and the discount at that time is only more than 600,000 yuan! Ten years ago, it was the flagship luxury first spot, and it was none other than the fifth-generation 7 Series.
Sixth-generation BMW 7 Series (G11/G12, 2015-2022)
Elegance first, technical maniacs and bold mid-term change
The sixth-generation BMW 7 Series, which we are all too familiar with, made its debut in the summer of 2015: the front end is lowered, the styling is more elegant, and the chrome or black high-gloss trim on the window bezels and side skirts is the finishing touch.
The 6th generation BMW 7 Series (G12)
If you look closely, you can see that its dynamic body lines can also be traced back to the fourth-generation 7 Series, and it can also be said that the sporty and elegant large luxury car has been slowly accepted and appreciated by the market. After two generations of successors, the dynamic style of the fourth generation of the 7 Series has proven to be forward-looking, and the controversies of the past have finally been understood.
Compared to the already mature design, the sixth-generation 7 Series is most impressive with its technical innovations: the high-strength carbon fibre body architecture reduces its weight by 130 kg compared to its predecessor, as well as advanced air springs, integrated active steering with rear-wheel steering, remote parking, optional xDrive all-wheel drive, laser headlamps and a smart key fob with LCD display. The addition of wireless phone charging, phone gesture control and the fifth-generation iDrive system with touch function also greatly enhance the flagship's luxurious modern technology experience.
In terms of powertrain, it has evolved into a next-generation six-cylinder engine, an improved V8 engine, and a plug-in hybrid system in the 740e, all mated to an eight-speed automatic transmission. In 2016, the first M model, the M760Li xDrive, based on the 7 Series, was launched, powered by a 6.6T V12 twin-turbo engine that produces 610 hp and accelerates from 0 to 100 km/h in just 3.7 seconds.
Returning to the initial design of the sixth-generation BMW 7 Series, BMW is elegant, so we can first feel BMW's "stability". After the mid-term facelift in 2019, it took the lead in using a more large and eye-catching kidney grille, which was addictive and aroused the passion and impulse of many car owners to pay for it. This shows that the BMW 7 Series has always had a restless heart, an enterprising heart that is not satisfied with the status quo, which is also one of the preludes to the subversive leap forward of the new generation of 7 Series.
The sixth-generation BMW 7 Series (G12 LCI) after the mid-cycle facelift
Seventh-generation BMW 7 Series (G70, 2022—)
Enterprising and change-oriented, the "Rolls-Royce 7" that dares to be subverted
As mentioned at the beginning of the article, the seventh-generation BMW 7 Series (G70) is the most controversial generation since the fourth-generation BMW 7 Series in terms of public opinion, but the bold and subversive design that sparked this heated discussion is not a source of water and no roots.
The split headlights, which further accentuate the sense of hierarchy, were already enshrined in BMW's design history as early as 1989 when the original BMW 8 Series (E31) was unveiled, separating the daytime running lights from the high and low beam clusters, thus allowing the design to have more freedom (the upper part is the L-shaped daytime running lights, which are also turn signals; The lower part is the Adaptive Matrix LED low and high beams, including cornering lights).
The more imposing ring glitter grille makes this flagship instantly recognizable and eye-catching, but as mentioned above, the exaggerated size has long been tested in the sixth-generation 7 Series, and this bold prominence of core classic design elements is not a spur-of-the-moment decision.
Looking at the whole vehicle, under the traditional revival of straight line aesthetics, it has the same tough and smooth side design as the Rolls-Royce Phantom, which is considered by many to be the most imposing BMW 7 Series ever, and even has the reputation of "Rolls-Royce 7" - at first glance, it was attracted by the natural king's bearing, and the extraordinary style of the majestic momentum is unforgettable. It is precisely because controversy means breakthrough and even subversion that the new BMW 7 Series is more like this, the more it lives up to the genes of the 7 Series.
In terms of technology, along with the transformation of electrification, this generation of the 7 Series has further created a luxury travel experience with digital technology: the first contactless automatic door opening and closing, showing the ceremonial boarding process in an electronic way; The BMW wrap-around interactive light strip that runs through the front dashboard and doors integrates a touchscreen user interface, digital displays, ambient lighting and trim, and is crystal-cut for a luxurious feel.
The 31-inch, 8K ultra-high-definition display with 32:9 panoramic playback mode is not only the largest screen in BMW's production car, but also the screen with the most entertainment features, complemented by the Bowers & Wilkins 4D diamond surround sound system, creating an exclusive mobile private theater for the rear seats.
When we look back at the BMW 7 Series, the design concepts that were controversial for their pioneering style will eventually prove their worth and be further developed in their popular successors. While engaging consumers, coupled with the technological highlights that bring a premium experience, it makes sense to have an unexpectedly good market performance. The all-new 7 Series has been on the market for more than a year, and it is still in a dynamic market growth period, and it is also going through a process of proving its strength to quality consumers.
Write at the end:
Creative conceptual attempts are always ahead of the times and even ahead of the public perception of the times. As a large luxury sedan, the BMW 7 Series has evolved from scratch in the BMW family to a top-of-the-line flagship series, accompanied by doubts about pioneering creation and controversy over design transformation, but each generation has an impressive market performance, and a large number of major technological innovations with great sincerity are eternal laws.
Overall, the first, second and fourth generation of the 7 Series were disruptive and therefore initially mixed, but from the point of view of inheritance, we can see that the 3rd, 5th and 6th generation 7 Series, which received unanimous praise, actually benefited from the style pioneered by the former. The spirit of dynamism and the courage to subvert are also vividly reflected in the seventh-generation all-new BMW 7 Series.
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