BMW AG long tried to bill its flagship 7 Series sedan as the more fun-to-drive alternative to similar offerings from Mercedes-Benz AG. As the rivalry goes electric, the German manufacturer is trying to also win over people sitting in the back.
The i7 unveiled Wednesday boasts a luxurious interior that includes a flatscreen lowering from the ceiling to entertain passengers in the rear. They also get more legroom because BMW made the car longer and wider. The company plans to deliver the model, which starts at 135,900 euros and offers 625 kilometers of range, to customers from November.
To catch up, BMW is pursuing a different technology strategy than most of its rivals. While Mercedes, Lucid and Tesla build their vehicles on dedicated underpinnings, the i7 is made using the same architecture as its fossil fuel-powered sibling. “We don’t have to copy what others do,” he said. “We have the size, the capital strength, the innovation capabilities to be a great system integrator.”BMW still touts the car as a model that’s fun to drive. Its engineers have reduced the number of physical buttons, added a curved digital screen around the driver’s seat and updated software to assist with lane-keeping and automatic parking.
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