BMW 7 Series: New benchmark for innovation

The new BMW 7 Series features the following amenities that push the series to the front of the premium car segment. [Photo provided to China Daily]

Automaker launches new flagship sedan for Chinese market in Beijing

BMW's new flagship sedan presents more innovative digital and luxury features to the Chinese market.

The automaker launched its BMW 740Li and BMW 750Li xDrive in a ceremony on Saturday Beijing Yanqi Lake International Convention & Exhibition Center. The models, which will have four total variations, is priced from 1,188,000 yuan ($187,110) to 1,988,000 yuan.

The new BMW 7 Series showcases the group's strength in innovations. It redefines modern luxury and realizes a balance among advanced technologies, intelligent connections and a premium experience.

Actor Pierce Brosnan, who as the character James Bond drove a number of luxurious and high-tech BMW models from 1994 to 2005, presented the automaker's new models at the ceremony.

In the new models, the BMW Group is presenting major technological leaps, loaded with unique innovations, for the 21st century. The new 7 Series underlines the automaker's claim to redefine what an exclusive, luxurious driving experience looks like in modern times.

The Display Key for the new 7 Series, for example, enables the owner of the car to park it using a remote control. The luxury sedan also automatically calculates when the vehicle must brake when pedestrians or objects are within sight.

"The 7 Series has been leading the executive segment in China for six out of the past seven years. It set the benchmark and we anticipate we will play a significant role in this very competitive segment. Technology and innovation is part of our DNA. It's what we are about and shapes up our brand. It is the heart of our company; that applies all models," said Ian Robertson, member of the management board of BMW Group.

"The all-new BMW 7 Series is currently the most luxurious and innovative model of BMW; we take great pride in it. We believe Chinese consumers are keen on innovative technology and we hope the vehicle can win the hearts of Chinese customers. We have full confidence in the market outlook of the all-new BMW 7 series," said Karsten Engel, president and CEO, BMW Group Region China.

The sixth-generation BMW 7 Series has been in production from July 1 at the automaker's plant in the town of Dingolfing, 100 kilometers northeast of Munich. The BMW Group has invested 500 million euros ($563.4 million) over the past three years to upgrade the facility to implement its latest technologies.

Each BMW 7 Series sedan is tailor-made to the demands of its customers, with a wide range of options and customizations to suit their personal preferences.

"Every 7 Series is just as unique as its owner's personality. That is modern luxury. It perfectly matches the customers' expectations," Engel said.

The sixth generation of the BMW 7 Series, featuring the BMW i technology, made its debut in Munich in June. The new BMW 7 is the first vehicle with a body structure built of carbon fiber-reinforced plastic, steel and aluminum, a design principle the automaker calls the Carbon Core. The lightweight Carbon Core lowers the vehicle's center of gravity, increases its torsional rigidity and allows it to maneuver with exceptional quietness.