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Highlights
A new front design with upgraded Crystal Head Lights.
Reimagined front interior with Panoramic iDrive and all-new BMW Passenger Screen.
A totally personalized offering with iPanel.
Ceremonial Access for a grand entrance. - Upgraded rear interior.
BMW M760e xDrive Sedan¹: Mandatory information according to German law 'Pkw-EnVKV' based on WLTP: Energy consumption, combined WLTP in l/100 km: 6,8-5,6; CO₂ emissions, combined WLTP in g/km: 154 – 128; Energy consumption, combined WLTP in kWh/100 km: 18.2 – 16.7; Electric range,WLTP in km: 69 – 80.*
¹ For plug-in hybrid: Weighted, combined (EC AC Charge Weighted).
*Since no binding WLTP values are currently available, these are preliminary values.
Services and features shown may not be available in all markets and languages and may require separate subscriptions.
BMW Intelligent Personal Assistant: first starting in Germany and the United States from the second half of 2026 with more markets to follow. Gradually for all BMW models with BMW Operating System 9 and X.
Availability of individual apps and content depends on the country. Download and use of the apps require connectivity via BMW Digital Premium or a connection to a WiFi network or mobile smartphone hotspot. App-specific subscriptions are not included in BMW Digital Premium.
MORE INFO
The new BMW 7 Series – the first luxury sedan with technologies from the Neue Klasse
The new BMW 7 Series Sedan impresses once again with the wide variety of drive systems available to customers. As well as efficient combustion engines with 48V mild hybrid technology and powerful plug-in hybrids, this also includes advanced fully electric variants. The use of innovative cylindrical cells – part of sixth-generation BMW eDrive – gives the fully electric models a significantly longer electric range that now extends to over 720 kilometres / 447 miles (WLTP)
The new BMW 7 Series embodies the specific interpretation of the new BMW design language for the luxury segment. A monolithic exterior, the new BMW kidney Iconic Glow and minimalist crystal headlights give the car a visually impactful presence and make it easily recognisable. The side view impresses with reduced surfaces, a character line and classy details, while the rear end is shaped by newly designed lights and clear forms. Three BMW M Performance models provide sporting differentiation to striking effect, with the M Sport package and M Sport package Pro bringing further emphasis. BMW Individual offers a broad spread of personalisation options, including BMW Individual Dual-Finish paintwork – a world first marked by technological sophistication and expert craftsmanship. Completing the picture are a carefully curated selection of ex-factory wheels, from 20-inch rims to the new addition of 22-inch items.
The interior of the new BMW 7 Series Sedan captures the imagination with a successful combination of luxurious materials, modern design and advanced technology. The clean design language, high-quality surfaces in materials such as leather, cloth, wood, crystal glass and metal, and innovative details create an exclusive yet also cosy atmosphere. The highlights are the new BMW Panoramic iDrive with BMW Passenger Screen (making its debut), the upgraded BMW Theatre Screen enabling cinematic experiences or working-on-the-move for rear-seat passengers, an immersive light concept with ambient light strip and new light elements, plus a Bowers & Wilkins sound system and Dolby Atmos support for an exceptional audio experience. Ergonomically designed seats (including comfort seats and the optional Executive Lounge), new steering wheels, updated automatic doors, a digital interior mirror[1], and standard features such as a panoramic glass sunroof, four-zone automatic climate control and the Travel & Comfort System round off the luxurious, individual overall experience.
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- Sorry BMW I own a 2000 BMW 740iL. The Car was timeless from the first minute it came on market 1994. I would not change it for one minute with this plastic tank here. This thing you presented in this video is packed with so many cheap crappy plastic in the interior. And how will all the brilliant electrics work out n 20 or 30 years? This thing will never be a classic.- Getting lost in the screen for all the controls with continuous going in & out of the menu , is kind of irritating, time & energy consuming, just get some physical & dedicated buttons bmw
- Seem no direction, what is M about? Who is targeted audience? No idea, they just jumping from one rubbish to another, no consistency, no reliability, just hyped rubbish aimed at crypto influencers, 1-2 years of lease, then bin
- I swear these luxury car ads are starting to feel like they're being made by people who know absolutely nothing about the brands they're supposed to be representing.
BMW spent decades building a reputation on engineering, motorsport, and making some of the greatest driver's cars ever built. The company that gave us the E30 M3, E39 M5, E46 M3, legendary straight-six engines, and the whole "Ultimate Driving Machine" philosophy now puts out ads where the main character looks like they couldn't tell you the difference between a BMW and a washing machine.
And then there's the styling. Every second ad has some executive-type being chauffeured around in a flagship luxury sedan while dressed like they're on their way to buy organic coffee and browse a record store. Seriously, who are these ads for?
In what world does someone spend six figures on a luxury vehicle, sit in the back while being driven around, and show up to a business meeting in scruffy sneakers? What successful entrepreneur, executive, or company owner actually lives like that? It feels completely disconnected from the people who are realistically buying these cars.
The weird thing is luxury brands used to understand aspiration. The whole point was that these cars represented achievement. They weren't trying to look ordinary. They weren't trying to pretend everyone lives the same way. The prestige was part of the appeal.
Now it feels like they're so desperate to appear modern and relatable that they've forgotten why people wanted these brands in the first place. Half the time I get the feeling that some random BMW enthusiast at a Cars & Coffee event knows more about the heritage behind the badge than the entire creative team making the commercial.
It's like they see the logo, they know the price tag, but they have absolutely no understanding of what made the brand iconic.
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