The Design of the BMW 7 Series. Natural Presence, Superior Sportiness, Precise Elegance.

Stylish design and supreme engineering give the new BMW 7 Series its
unique character. Here inspiring luxury comes together with thrilling
driving dynamics and visual presence simply bound to evoke the greatest
acknowledgment and recognition. The new BMW 7 Series comes with all the
fortes and features a luxury performance saloon is able to offer these
days thanks to the most sophisticated and refined art of engineering.
Both the design of the body and the interior contribute to the truly
fascinating driving experience the car is able to provide. From
outside, the exterior of this supreme saloon boasts a harmonious blend
of elegance and sportiness, clearly reflecting the supreme comfort and
dynamic driving behaviour of the new BMW 7 Series. The interior, in
turn, is character-rised by the most inviting modern style clearly
expressing the superior function of the controls and instruments and
bearing testimony to the sophisticated materials and perfect quality of
finish. Superior interplay of know-how in technology and the very best
design gives the new BMW 7 Series perfect flair and balance from every
angle. And the innovations featured in the new BMW 7 Series, to focus
on another essential point, give the driver maximum supremacy at all
times. Through its design alone, BMW's new luxury performance saloon
boasts natural presence. Perfect harmony of product substance and
convincing looks, of the driving experience and the particular style
and design of the car, makes the new BMW 7 Series a particularly good
and credible representative of its segment - and, at the same time, a
convincing ambassador of the BMW brand. Harmony of elegance and
sportiness is indeed the crucial issue in the body design of the new
BMW 7 Series. Apart from the long wheelbase, the sleek and stretched
engine compartment lid, and the short front overhang, the passenger
compartment moved relatively far to the back as well as the low and
muscular roofline characterise the dynamic proportions of the new BMW 7
Series. This smooth interaction of elegance and sportiness comes out
particularly clearly in the side-line of the car, the dynamic
proportions clearly expressing the sporting character of the saloon,
with the stretched and precise flow of lines conveying a superior
feeling of elegance. In its interior design, the new BMW 7 Series
emanates luxury in particularly modern style. Indeed, the innovative
interior concept is characterised by the clearly structured arrangement
of functions relevant to the driver, on the one hand, and the superior
all-round comfort, on the other, the ambience of the car bearing out a
supreme standard of exclusivity, sophisticated style and, in
particular, a tempting desire to get inside and enter a new dimension.
With the centre console angled slightly towards the driver's side, the
cockpit comes once again with the driver orientation so typical of a
BMW. The new multifunction steering wheel with an even wider range of
controls, the instrument cluster with its display in revolutionary
black panel technology as well as the BMW iDrive Controller and the
Dynamic Driving Control unit all positioned on the centre console near
the electronic gear selector lever for the automatic transmission
featured as standard likewise serve to keep the driver in superior
control at all times. The clear structure of the cockpit in combination
with horizontal lines and gently sweeping shapes again emphasises the
sheer generosity of BMW's new luxury performance saloon, with superior
style and flair also borne out by enhanced comfort and spaciousness.
The highly attractive, modern but very sophisticated style of the
interior is ensured by stylish combinations of colour, the use of
top-class materials, and exclusive quality of finish characterised by
the highest standard of craftsmanship and production skill. This
authenticity of design to be admired throughout the car as a whole and
in each individual detail is the result of a truly exceptional process
of creation conceived specifically for the development of new cars by
the BMW Group. In addition, the unique look of the new BMW 7 Series
clearly expresses both the exceptional passion and the creative finesse
of BMW's designers in their quest to find the best possible solutions.
Design as an expression of character on the new BMW 7 Series. The design
process is made up of three phases: From the start, the process of
design means close cooperation with all other deparments and specialists
involved in the development and production of a new BMW. The starting
point is to define the fundamental features of the new product, which
leads to the character of the new model and sets the basis for the
complete range of technical and interdisciplinary development. Apart
from the key values of the brand, particularly natural presence,
superior sportiness, and precise elegance throughout the exterior as
well as an inviting, modern style and charming function were identified
from the start as crucial to the character of this outstanding new
model. So from the beginning, this definition sets the decisive
benchmarks for both the design and the technological highlights of the
car. Considering the large number of contributing factors, the first
phase of the design process requires a high level of integration. After
all, all technical innovations available are to be implemented here in
an appropriate manner subsequently perceived as perfect in their
function and thrilling in their design by the user of the car. At the
same time other demands and requirements made by Marketing, Sales and
Production also have to be taken into account. The criteria crucial to
every new design concept include the demands and knowledge gained in
materials research, production technology, safety, ergonomics, and
aerodynamics. And while these factors may impose limits on the design
of a new car, they may also open up new freedom and further options for
both the designer and developer. Yet a further point is the clear
orientation to the customer with his specific wishes and needs. The
ongoing process of coordination conducted as a result ensures an
efficient mutual exchange of ideas and concepts, the Design Engineering
Department acting as the link between the designer, on the one hand,
and the engineer, on the other. Indeed, the specialists in this
Department make a decisive contribution in establishing a common view of
all functions involved in the development process, focusing on the many
demands and requirements made of the new car. The first phase of the
design process also serves in particular to establish and define the
right proportions. Particularly the graceful look of the car from the
side reflects its fundamental character, the new BMW 7 Series
interpreting the classical look and design of a saloon in a truly
sporting manner typical of the brand. The perfectly balanced interplay
of elegance and sportiness is therefore clear right from the beginning,
firm and taut surfaces around the wheel arches and the doors as well as
the slender shoulder area above the character line extending from the
headlights at the front all the way to the rear light clusters at the
back emphasising the elegant character of BMW's new luxury performance
saloon. The greenhouse with its particularly light and agile look sets
clear signals for sportiness above all through the slender window
frames and pillars, the contours of the greenhouse giving the new BMW 7
Series a coupé-like look of particular elegance. This special
style extends from the low-slung transition of the engine compartment
lid into the steeply raked A-pillar along the low roofline all the way
to the gentle, sweeping rear section flowing down to the bootlid. The
design of the new BMW 7 Series: the result of keen competition among
the best creative designers. The BMW Group's process of designing a new
vehicle and finding the ideal shape is based on a concept of keen
competition. In the development of each new model, several design teams
compete with one another in their design of the exterior and interior
in a truly creative contest. Made up of designers and modellers, the
teams then, in the second phase of the design process, complete models
in original, 1:1 size clearly showing the aesthetic harmony of the
car's proportions and surfaces. To do this they use a simple but very
important material in the design process - clay. It is indeed fair to
say that only a few car makers attach such great significance to 1:1
models and refine them in such a unique, highly detailed manner. To
conclude this phase in the design process where intuitive and creative
design interacts with a straightforward, methodical approach, the clay
models are covered with a special film similar to the subsequent
paintwork of the final car. This allows the beholder to realistically
consider and judge not only the car's proportions and dividing lines,
but also and in particular the surface of the modelled sculpture under
all kinds of different light conditions, ultimately choosing the model
which fulfils all requirements and complies with the target vision in
every respect. Following the verification of technical requirements
already completed by this time, the decision-makers are able to focus
in full on aesthetic and emotional aspects in judging and appraising
the design models. On the successful design of the new BMW 7 Series, the
model which ulti-mately won the contest, the concepts of natural
presence, superior sportiness and precise elegance, as defined in
advance, were all implemented in ideal harmony. The most significant
and striking expression of the car's presence is the extra-large,
upright and particularly low-slung kidney grille dominating the front
end of the car and seemingly standing upright within the body. The
elegant character of the saloon is accentuated above all by the
shoulder-line at the side stretching from the headlights via the door
openers all the way to the rear light clusters. The rear view, in
turn, emanates a combination of power, sportiness and supremacy, the
rooflines flowing down dynamically along the flanks of the car to the
bumpers and horizontal light edges emphasising the sheer width of the
car. The interior design likewise follows the philosophy of inviting,
modern style and charming function, the structure of the cockpit, the
choice of materials, the lines themselves and the colour scheme all
interacting to give the new BMW 7 Series its characteristic overall
look. The result of this consistently applied design concept is an
ambience focusing on generosity, superior command of the car, and
modern luxury all in one. The final design phase: optimisation at the
highest level. Enhancing the design chosen into a series production car
is an equally demanding and challenging task. After all, a sculpture
refined by human skill and style is converted in the third and final
phase of the design process into a product reproducible by machines in
the production process. The first step in this case is to convert the
clay model in a CAD design process by laser scanning into a
three-dimensional feasibility model serving from now on as the
technical reference point for ongoing development. From now on the final
phase of the design process means optimisation at the highest
conceivable level. Each and every detail is fine-tuned to the last
millimetre in a constant exchange among designers, engineers, modellers
and production specialists in order to ensure perfect implementation of
the premium standard on the final product in each and every detail. At
this point the designers and modellers show all their creative passion
on both the exterior and interior, searching for perfection and proving
their finesse in the refinement of all surfaces and lines. Such
refinement of the original design not only enhances individual details
to the highest standard following the concepts of specialised design
teams, but also serves to perfect the overall impression of the new
vehicle so crucial to the car's design and its emotional impact. Like
every other BMW, the new BMW 7 Series owes its unmistakable character
clearly recognisable at very first sight from every perspective to this
process of ongoing enhancement and refinement. The front end: clear
structures and generous surfaces ensuring natural presence. Seen from
the front, the new BMW 7 Series offers a clear, calm and collected
appearance through its large and smoothly designed engine compartment
lid. The contour lines on the engine compartment merge into one another
at the front, pointing towards the BMW kidney grille just like the
headlight units peaked towards the inside. The kidney grille itself
sticks out far to the front, ensures a precise and clear- cut look, and
is integrated in the front air dam without any seams or openings in
between. At the same time the kidney grille, through its upright bars,
accentuates the vertical stance of the front end as an essential element
giving this new luxury performance saloon particular presence and
calibre. The wide air scoop at the bottom extends across the entire
front air dam all the way to the sides. Foglamps in clear glass look
positioned far to the outside at the edge of the air intakes serve to
additionally emphasise the wide track of the car. This special look is
further accentuated by a chrome band bordering on the air intake at the
top. Generously designed dual round headlights, as yet a further
feature, ensure that concentrated look again so typical of BMW. Indeed,
this particular look is outstandingly striking on the new BMW 7 Series,
resulting, first, from the corona rings for the daytime driving lights
and, second, from an additional lights bar positioned on top of the
dual round headlights like an eyelid to provide a particular optical
effect at the top. Yet another new design feature is the direction
indicators formed by eight LEDs on each side and arranged in two
upright rows at the outside next to the cylindrical light units.
Sculptural surfaces and precise lines at the side. Modern design of the
various surfaces giving this luxury performance saloon truly
unmistakable character is yet another feature characteristic of BMW in
general and the new BMW 7 Series in particular. The combination of
skilled craftsmanship, precise technology and a perfect feeling for the
unique flair of a BMW creates a truly unique sculptural effect. The
interplay of concave and convex surfaces so typical of BMW generates
highly effective light and shade lines accentuating both the powerful
and dynamic expression and the refined elegance of the car in every
respect and from every angle. A good example is the side area appearing
to grow out smoothly and gently towards the rear wheel of the car,
without a typical wheel arch in the conventional sense of the word.
The subtle enlargement of the side area created in this way is a
particular result of the work done on the clay model and therefore a
product of the close and highly effective cooperation of designers and
modellers practised within the BMW Group. Design features and
refinement of this calibre call for decades of experience and supreme
competence in finding the right design and in the subsequent production
of the car's body. The long shoulder line adds further elegance to the
side view of the car. Directly beneath this precisely chiselled line
the side surface is carefully modelled in a highly attractive convex
look, while further down on the doors the side surfaces take on a
concave curvature. Again even further down, this surface borders on the
high-rising doorsill line. Interacting with one another, the shoulder
and doorsill lines give the car a particularly sleek and stretched look
from the side. And at the same time the high-rising doorsill line adds
the impression of a particularly slender and athletic body. A
chrome-plated gill insert complete with fully integrated side direction
indicators between the front side panel and the driver's and,
respectively, front passenger's door adds a further visual effect and
touch of style. The character line of the wheel arch merging gently and
smoothly into the doorsill line starts at the front edge of the side
gill which, as a particular proportional feature on sporting cars,
accentuates the long distance between the front axle and the
instrument panel. Many other details confirm the clear focus of BMW's
designers on precision and individual variability, thus highlighting
selected design features in particularly subtle style. The headlight
units and rear light clusters of the new BMW 7 Series, for example,
just like the side window graphics, are surrounded by frames literally
chiselled into the surface of the body. This again confirms the high
standard of craftsmanship and the perfect command of even the most
complex production processes BMW has achieved over the years. In
particular, this effect emphasises the reverse line at the bottom of
the C-pillar well-known as the BMW "Hofmeisterknick". The
window graphics are exceptionally elaborate and, at the same time
smooth and sleek thanks to the particular design and look of the chrome
bar surrounding the glass surfaces and made in one piece. The side view
of the BMW 750Li and the BMW 740Li again boasts all these particular
design features. With their wheelbase extended by 240 millimetres or
almost 9.5", these long-wheelbase models give even greater emphasis
to the superior comfort and, indeed, sheer luxury offered on the rear
seats. The extra body length is provided entirely along the rear doors,
thus ensuring particularly comfortable and convenient access to the
car. Both long-wheelbase models furthermore feature a uniquely designed
roofline and C-pillar contours giving the car a side view clearly
related to that of the standard-wheelbase saloon and combined with
extra headroom on the rear seats. Horizontal lines at the rear for a
particular touch of power and supremacy. The sculptural design of the
car's surfaces also ensures smooth transition of the side panels into
the rear end of the new BMW 7 Series. The striking character line, for
example, continues into the lights cover on the rear-light clusters
where this particular design is taken up by the graphic design
structure. The rooflines flow across the flanks of the car right down
to the bumper, encompassing the rear end by dynamic lines again
providing a particularly sporting touch. Horizontal lines and light
edges, in turn, help to give the rear end a particularly powerful and
superior overall look. The chrome band positioned above the numberplate
support and connecting the entire width of the bootlid from one light
cluster to the other is a particularly striking feature. The light
edges on the luggage compartment lid and the rear bumper then run
parallel to the chrome band, which also surrounds the rear light
clusters. The sheer width of the rear end is highlighted and
accentuated both by this additional structural design of the rear
bumper and by the two reflectors positioned far to the outside. The
two-piece rear light clusters on the new BMW 7 Series again boast the
L-shaped contours so typical of the BMW brand. Inside, the rear lights
are dominated by wide, horizontally arranged light bars in a
three-dimensional look rising up from the inside to the outside and
thus following the contours of the light units. Fed by LEDs, the light
bars generate a warm and homogeneous lighting effect. The direction
indicators also feature LED technology, just as the third brake light
positioned on the upper edge of the rear window and the numberplate
illumination use light-emitting diodes. Modern, luxurious, inviting:
the interior. The interior design and configuration of the new BMW 7
Series combines all features and characteristics destined to make both
active motoring and the shortest or longest ride in this outstanding
saloon a truly impressive and highly enjoyable experience. Gently
flowing contours, high-class materials and stylish colour combinations
create an aura of generosity and seductive, modern style in a truly
unique ambience. The clear, driver-oriented structure of the cockpit
offers ideal conditions for a truly superior experience in the car.
Intuitive arrangement of the controls and instruments, in turn, makes it
even easier for the driver to mastermind all functions easily,
smoothly, and without the slightest confusion. The new BMW 7 Series
expresses its individual character also through its modern
interpretation of luxury, appropriate use of high-class materials in
conjunction with excellent quality of finish enhancing both the
exclusive flair of the car and the charming function of the interior.
Apart from the car's unique space and grace with more than generous
kneeroom, headroom and elbow room meeting the highest standards at both
front and rear, the particular design of the interior in the new BMW 7
Series conveys the impression of luxury in truly convincing and modern
style. The entire ambience is exclusive and sophisticated - and, in
particular, very inviting. Clear horizontal and vertical arrangement of
all controls and instruments again serves to optimise the orientation
towards the driver, successfully integrating highly complex technology
and a wide range of functions within the car. The controls and
instruments required directly for motoring are clear and well-known to
the driver right from the start, with intuitive control also of
elementary comfort functions such as the ventilation, air conditioning
and audio system. The very positive initial impression conveyed by the
car's interior is immediately enhanced by the high-quality,
sophisticated materials used throughout the passenger compartment as
well as the distinctly exclusive quality of finish. The result is a
calm, convincing and, indeed, overwhelming ambience making it easier
for the driver and the passengers alike to find their orientation and
feel pleasantly at home. Right from the start, the driver encountering
the new BMW 7 Series will be thrilled by the feeling of controlling the
most sophisticated high-performance technology in a truly exclusive
ambience. The instrument panel is split up into several levels one
above the other, separated by horizontal lines running parallel across
the entire width of the interior. Both the instrument cluster and the
Control Display come on one level, just below the decorative trim
likewise extending across the entire width of the instrument panel and
comprising the controls and buttons for all major functions. The
controls border at the bottom on a chrome bar, again providing a touch
of class emphasising the horizontal orientation of the cockpit. Thanks
to the use of innovative display and surface technology, the Control
Display does not require the usual binnacle protecting the instrument
from sunglare - yet another touch promoting the clear tranquillity and
smooth structure of the cockpit. Cockpit design for more superior
motoring. The horizontal subdivision of the instrument panel makes a
significant contribution to the ease of control and safety at the wheel
the driver will enjoy so much. This effect is then further enhanced by
the sensible and there- fore easy-to-remember vertical arrangement of
the instruments and control units. All information and controls
relevant to the process of driving the car are on the side facing the
driver, while all displays, controls and switches serving to provide
comfort functions are positioned more to the middle of the car. The
arrangement of control units on the multifunction steering wheel follows
the same logic, again giving the driver supreme security and ease of
control at the wheel. In order to take up information or activate a
function, the driver is required - if at all - to only briefly take his
eyes off the road. On the other hand there is no need to spend a long
time looking for buttons and switches used only rarely, since all
controls are positioned clearly where they should be in logical
arrangement. As an important example in this context, the driver
assistance controls suppor-ting the driver in his perception of traffic
conditions and his awareness at the wheel are positioned appropriately
on a control panel in the immediate vicinity of the lights switch
centre. This clear structural arrangement of the cockpit gives the
driver superior routine within a very short time also in the use of
additional functions not required under all conditions. Hence, the wide
range of technical features and options offered by the new BMW 7 Series
is experienced as an enrichment of the driving experience, immediately
giving the driver supremacy at the wheel of the BMW 7 Series without
the slightest effort or learning process. Ideal combination of
ergonomics and aesthetic design. The driver-oriented design and
configuration of the centre console is yet another feature typical of
BMW. Slightly inclined towards the driver, the centre console houses
the control units for, among other features, the air condi-tioning, the
audio system volume control, and the iDrive favourite buttons. In their
design and configuration, the Controller and its direct selection
buttons were influenced by both aesthetic and ergonomic considerations.
When using the Controller, the driver's arm is in a similar position as
when operating the selector lever on the automatic transmission, the
comfortable position on the armrest enhancing the standard of motoring
comfort and facilitating precise operation of the Controller. Being
smaller in diameter than on the first generation of iDrive, the
Controller, together with the direct selection buttons arranged in the
immediate vicinity, enables the driver of the new BMW 7 Series to set
and mastermind the functions desired with minimum movements of his arm
or hand. Black panel technology: well-known feeling, new options. The
innovative - if not to say, revolutionary - design of the instrument
cluster offers new and extremely versatile options in presenting
information important to the driver: For the first time the entire
instrument cluster incorporates black panel technology as a
high-resolution colour display presenting status and function data,
navigation data, information from the Check/Control, feedback from the
various control switches and Service Interval information in four
circular dials arranged in the traditional style of a sports car. When
not in use, the display forms a smooth, homogeneous, black and stylishly
glowing surface where only the chrome-coloured surrounds open to the
bottom, the needles and scales on the circular instruments as well as
the red warning zone in the instrument panel are constantly in place and
there-fore permanently in sight. The needles on the circular dials, in
turn, together with the integrated displays for current fuel
consumption and the car's range, are presented electronically and
therefore only become visible, like all other symbols on the display,
when activated. In developing this solution absolutely unique in the
world of motoring, BMW's designers were inspired by high-tech products
in entertainment electronics. The result is an ideal combination of
mechanical and electronic data feedback. The circular dials providing
information on road and engine speed as well as the fuel supply and
engine oil temperature all come in the style and look of a classic
cockpit and, as styling elements, form an analogy to the corona rings
on the headlights now so typical of BMW. Through their well-known
structure and arrangement, the scales facilitate the uptake of
information, while the indicator needles moving in the rev counter and
speedometer provide direct feedback on the driver's actions. And with
their surrounds and indicator needles being positioned as
three-dimensional elements on the otherwise flat display surface, their
significance to the design of the overall concept receives particular
emphasis. Black panel technology also featured in the air conditioning
display on the centre console serves to present a wide range of
information in clearly legible and visually attractive form. The
superior function of the instrument panel is furthermore enhanced by
the variable use of the individual zones in the display, with the
driver thus being able to focus consistently on information and data
particularly relevant in each specific situation, concentrating even
more than usual on road and traffic conditions. Colours and trim:
harmonious, puristic, finished in perfect craftsmanship. The
configuration of the cockpit is further enhanced by the design of the
individual elements, the colour scheme, and the choice of materials.
The horizontally arranged colour and trim scheme on the dashboard
continues into the doors and from there on throughout the interior. The
door panels are also finished in decorative trim bordering on a chrome
bar at the bottom. The upper door panel forms a sweeping line along the
bottom edge reaching its lowest point at the B-pillar and then rising
again gently towards the rear. In combination with the armrests hinting
exactly the opposite orientation, the complete door section forms an
elegant combination of exciting surfaces and features. The interior of
the new BMW 7 Series combines the most sophisticated materials and
excellent quality of finish in supreme craftsmanship and ultimate
precision. Visible seams along the instrument panel and the doorsills,
as well as the central air vents in dual surrounds, again bear
testimony to the great attention given to each and every detail. The
instrument panel comes as standard in a newly developed soft skin
material featuring an extra-soft surface reminiscent of the grain
otherwise to be found only on the very best leather. This exclusive
touch is further accentuated by the black colour scheme and the double
seam finish. Special nappa leather on the instrument panel is available
as an option. The perfect blend of design and function is also borne
out, by way of example, by the integration of the door openers in the
chrome trim on the door panels. And forming part of the decorative
trim, the door closing handle on the door panel combines superior
elegance with practical function. Unique: controls and switches made of
high-tech ceramics. The wide range of interior colours, trim surfaces
and seat upholstery available offers the customer absolute freedom of
choice in living out his - or her - personal style in customising the
car. Through an appropriate combination of colours and trim, the
customer is able, for example, to accentuate the classic, sporting,
elegant or prestigious character of BMW's new luxury performance
saloon. And regardless of the material chosen, the chrome bar serving
as a particular highlight on the lower edge of the trim surfaces adds a
further touch of sophisticated style. BMW is the first car maker in the
world to use high-tech ceramics as a particu-larly sophisticated
material for selected control units. Replacing the galvanised metal
otherwise used on such components, this special ceramics material is
available as an option on the iDrive Controller, the el