BMW plays safe with 7 Series pricing

There's nothing like trenchant criticism to focus the engineers and marketeers of a prestige car company. With its new 7 Series range, BMW has responded to the salient points offered by the world's media -- often vociferously -- regarding the previous model.

Outgoing MD Guenther Seeman was not present for the local launch of the new car, but did furnish a counter response to the criticism of the old car's styling via his PR people.

"The E65/66 was the best selling 7 Series we have ever produced (340,000 can't wrong)," he was quoted as saying.

"True, it looked very different from the E38... but the exterior design was copied by everyone from the Koreans and Japanese to some of our much closer neighbours."

The new car, codenamed F01 and F02 (short and long-wheelbase variants respectively), offers buyers a major step forward aesthetically, plus there are enhanced ergonomics and more efficient mechanicals -- for pricing that provides BMW with profitable revenue, but doesn't scare off shoppers in the market for a prestigious new luxury car.

To illustrate, the twin-turbo 750Li in the new range is priced from $291,200, which represents a significant jump from the price of the 750Li in the previous range -- but that car was naturally-aspirated. Think of the new 750Li as more an equivalent to the V12-engined 760Li and suddenly the pricing looks a lot better. Furthermore, the twin-turbo V8 develops 300kW, just 27 shy of the V12's power output and torque is the same for both variants, 600Nm.

BMW, despite the Aussie dollar emulating the Titanic, will bring in an entry-level diesel variant, the 730d, priced at $198,800. The 730d doesn't join the local range until June, but will sneak in under the price of a Mercedes S 320 CDI -- by a whole $10.

The four variants available immediately are the short and long-wheelbase cars powered by either the twin-turbo six-cylinder or the twin-turbo V8. Buyers will be asked to pay $203,000 for the six-cylinder SWB model, the 740i, or $218,000 for the LWB six, the 740Li. For those who like their V8s, the SWB variant is the 750i and the asking price is $274,200. A further $17,000 ($291,200) will get you into the LWB V8 variant, the 750Li.

We've reported on the new 7 Series from its international launch (more here) -- and we'll have a local launch review appearing shortly -- but in brief, the new 7 Series migrates away from the controversial Bangle styling of the E65/66 generation cars and makes a major gain in power, efficiency and refinement with a variation of the twin-turbo six from the 335i or the new twin-turbo V8. Both powerplants employ a direct-injection fuel delivery system. Peak power is 240kW for the six, 300kW for the V8 and maximum torque is 450Nm for the six or 600Nm for the V8. All engines, including the as yet unreleased diesel, are Euro 5-compliant and drive to the rear wheels through a six-speed automatic transmission.

Inside, the iDrive system has been further refined for easier use, the head-up display is now standard for all variants, there's an enhanced night vision system to detect pedestrians or animals near the road at night, and side-looking cameras mounted either side of the front bumper cover will provide safer motoring when pulling out of a side street or laneway.

New technology introduced with the latest generation model range includes the option of Integral Active Steering, boasting a rear-wheel steering angle of up to three degrees in either direction. The system will turn the rear wheels counter to the front-wheel angles at speeds up to 60km/h, but then steer the rear wheels in the same direction beyond that speed. This reduces the turning circle at parking speeds, but improves stability at open-road speeds.

Lastly, the new 7 Series reduces fuel consumption by scavenging energy produced under braking to recharge the battery. As a consequence, there's less energy drawn from the engine via the alternator.