The BMW i7 unveiled on Wednesday boasts a luxurious interior that includes a flatscreen lowering from the ceiling to entertain passengers in the rear.
to bill its flagship 7 Series sedan as the more fun-to-drive alternative to similar offerings from Mercedes-Benz. As the rivalry goes electric, the German manufacturer is trying to also win over people sitting in the back.
“It’s bigger than before, it has the most exhilarating entertainment you’ll see in any luxury car,” CEO Zipse said. “It’s the greatest offer BMW has ever made to the rear-seat compartment.”But BMW is already behind in the luxury EV race, especially when it comes to range and availability. Mercedes a year ago unveiled its EQS flagship sedan, which boasts a range of more than 700km. Tesla is selling a high-performance version of its Model S that beats the i7 on range and acceleration.
Zipse rejected the idea that BMW’s strategy puts it at a disadvantage. It instead hands the company greater flexibility to cater to shifting EV demands in different regions, he told reporters in New York last week. “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.
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