By Justin Berkowitz
July 8, 2008
BMW International has posted a film, photo montage and downloadable soundtrack for its new 7-Series sedan. Yes, it's "The Dawn of a New Era." In watching the film and slideshow with its urbane classical soundtrack, I find myself crying. Whether it's tears of joy at this new marvelous vehicle or sadness at the human race, I cannot say. It might just be embarrassment that I care at all. Nevertheless, BMW calls the new 7er "A completely new interpretation on style, luxury, and driving dynamics." I suppose that when discussing a range-topping sedan, they might as well use-range topping ridiculous claims. Most importantly, from the films, it looks like the 7-Series looks far better in motion than it did in most of the still photos released last week (putting it in the context of lavish landscapes and palatial homes doesn't hurt either). Your thoughts?
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POWERED
July 8th, 2008 at 1:02 pm
Yawn…
Whatever happened to “The Hire” series? A BMW in dynamic motion [sic, department of redundancy department] is way more captivating.
Nice to see that BMW has circled from the quintessential (E38) to the bizarre (E65) to the flat-out boring (F01). A Lexus LS now has a more intriguing shape. Holding out hope for the next gen…
July 8th, 2008 at 1:08 pm
I’m predjudiced, but BMWs just get uglier.
July 8th, 2008 at 1:12 pm
I find it funny how the car that ushered in the crazy Bangle styling is the one that seems to be ushering it out…
I generally like the new 7er, but I’m still not sold on the HUGE grills. I appreciate the return to a much simpler design, though it does look like a big 5er (just like the older models did).
It’s a minor thing, but they seemed to have abandoned orange lighting for the gauges (at least in the press shots, but the gauges are computer generated, so maybe there is an option buried somewhere in iDrive to change it).
July 8th, 2008 at 1:21 pm
ugh. Its a car not Jesus Christ. Why do I feel like I just watched Kingdom Of Heaven?
July 8th, 2008 at 1:29 pm
It sure is purty, if a bit Lexus-ish. Quite an improvement over the current E65 (what wouldn’t be??) but not up to the all-time standard set by the E38.
July 8th, 2008 at 2:24 pm
I think the new 7 a great-looking car. And I’m glad our Accord looks (to me) so much like it.
July 8th, 2008 at 2:36 pm
I own the DVD collection of “the Hire”, and they are fantastic shorts. This one…not so much.
Clive Owen was great in the originals. I’m not sure if you can still buy them from the BMW site, but they did have them for about $7 shipped a few years back.
July 8th, 2008 at 2:43 pm
Far better than the E65 (as willbodine aforementioned), but still not as ‘amazing’ as the flagship car BMW should be. The kidney grille looks good, certainly not as good as the one on the E65, which IMHO was its one saving grace; but at the same time superior to the grille found on the current 3-series sedan.
I don’t understand (and from what I’ve read I’m not the only one) what BMW was thinking with that rear end. They just copied the rear end of the LS460, which in turn copied the rear end of the E65. Frankly, those lights are not only ugly, but don’t work well with the rest of the rear. BMW seems to be unable to surpass the tail-light-placement fiasco that is the 6-series, so they did a half-assed job on the F01.
Speaking of BMW grilles: http://carscoop.blogspot.com/2006/06/largest-bmw-kidney-grille-exhibits-at.html
July 8th, 2008 at 3:15 pm
The new car doesn’t have the gravitas of the previous generation. The Lexus LS is a better looking car, but I am unsure if Lexus really stepped up or BMW fell back.
July 8th, 2008 at 3:21 pm
Another attempt to scare away sales by the design team that the engineering team has worked so hard to get.
Luckily, many buyers of this car only care that it says 750iL and carries a few blue and white propellers.
You’re doin’ a heckuva job, Bangie.
July 8th, 2008 at 5:18 pm
http://www.youtube.com/watch?v=Mn-Tkz6zkMc
Lexus LS commercial is better. Alot. ALOT. Also see the “Moments” ad where it doesn’t even look like a commercial until the very end. Beautiful poetry!
July 9th, 2008 at 1:44 am
Nice to see Yanni getting some work again.
July 9th, 2008 at 2:49 pm
They are going to get hair on their palms.
July 9th, 2008 at 2:51 pm
Is it supposed to compete with the Charge and Avalon, it sorta looks that way. Then Again the Genesis seems more like it.
July 10th, 2008 at 7:19 am
This is one boring ad. The LS460 ad linked to above is the single best car ad I have ever seen with gorgeous music that I just downloaded from iTunes. The ad actually made me want to buy the LS460, if only I could afford it.