Calling a Rs 2-crore luxury sedan ‘value for money’ sounds like an oxymoron. Yet, the new BMW 7 Series makes a surprisingly convincing case for it.
BMW has launched the updated 7 Series in India at Rs 1.95 crore (ex-showroom), which is Rs 25 lakh less than the entry-level Mercedes-Benz S-Class at Rs 2.20 crore. At the other end, the gap can stretch to Rs 43 lakh, with the top-spec S-Class priced at Rs 2.38 crore.
What makes the BMW’s positioning interesting is that the lower price doesn’t come with an obvious compromise in the flagship experience. The India-spec 740 gets a 3.0-litre six-cylinder petrol engine producing 400bhp and 540Nm, with a claimed 0–100kmph time of 5.4 seconds. It also gets air suspension and rear-wheel steering.
But for the Indian market, the more important story is likely to be in the rear. The 7 Series gets Executive Lounge rear seats with powered reclining and massage functions, dedicated rear controls and an optional 31.3-inch 8K Theatre Screen. There is also a Bowers & Wilkins audio system and BMW’s Panoramic Vision display.
BMW has therefore taken the 7 Series beyond being a driver’s luxury sedan. It is equally focused on the person being driven, which makes sense in a market where chauffeur-driven flagships are commonplace.
The philosophy is different from the S-Class. Mercedes continues to lean towards traditional luxury and refinement, while BMW has made technology and theatre central to the 7 Series experience. The enormous Theatre Screen is perhaps the best example: completely unnecessary, but exactly the sort of extravagance buyers in this segment expect.
The S-Class does have its own advantages. Its 3.0-litre plug-in hybrid produces 435bhp and 680Nm and offers an electric-only range of up to 115km. It also carries the considerable weight of the S-Class nameplate and everything that comes with it.
So this isn’t a case of the 7 Series simply being a better car because it costs less. The interesting part is that BMW has managed to position its flagship Rs 25 lakh below its most obvious rival while still offering the performance, technology and rear-seat luxury expected at this level.
Whether the 7 Series can match the S-Class on the road will have to wait for a proper road test. But based on the car unveiled in India, BMW has made its flagship a very compelling alternative without pricing it like one. And at this end of the market, that might be the 7 Series’ biggest advantage.
