GOING BIG WITH LUXURY, PERFORMANCE
BMW promises its flagship X7 will be driver’s choice among full- sized SUVs
BMW brought its vision of modernity, luxury and presence to Toronto’s financial district for two weeks, Oct. 16 to 29, at the Luxury Excellence Pavilion. It made its stop at a temporary venue the automaker says is “part of our strategy toward designing and refining the customer journey in the luxury segment, where experience and emotions make the difference.”
That’s a boatload of hype, but BMW backs it up with products for select customers to view and sample: all- new versions of the BMW M5, M6 Gran Coupe, M760Li xDrive and the 740Le xDrive. The star of the show, though, is the Concept X7 iPerformance sportactivity vehicle, fresh from its debut at last month’s Frankfurt Motor Show. The six- seat concept, which showcases much of what will be seen on the flagship production X7 when it arrives sometime next year, is “a whole new take on luxury for the BMW brand.”
The question of why it is so late to the full- sized, three- row crossover segment — when rival German automakers Mercedes- Benz and Audi have been tapping that lucrative market for years with the GLS and Q7, respectively — was posed to Matthew Wilson, BMW Canada’s national manager of product planning.
“It ( the X7) is something we have been perfecting, I would like to think,” he said.
Although some believe large SUVs are dying — that the segment would be declining in, what Wilson says is an era of efficiency and electrification — BMW is “continuing to see growth. And what we’re see- ing here today with the ( Concept’s) iPerformance designation shows that we can also produce a very efficient, full- sized SUV.”
In the case of the Concept, its iPerformance badge denotes BMW’s eDrive technology allied with a TwinPower Turbo gasoline engine, in other words a plug- in hybrid powertrain that runs with zero “local” emissions.
But while BMW Canada has finalized the production X7’ s powertrains “for at least the next couple of years,” Wilson says, “we can’t disclose what they are. Are we looking at multiple powertrains ( for the X7)? Of course! This is an interesting period in the automotive world. The next five to 10 years will really shape the direction of powertrains.”
Even with this push to bring a new level of luxury to BMW, Wilson adds it won’t come at the expense of the company’s longstanding reputation for performance, which is to say as builders of “the ultimate driving machine.”
“By all means the X7 will not be an M3. But, at the same time, within each of their respective categories, we like to think our vehicles are the most dynamic, the highest performing and the most engaging to drive. The X7, relative to other comparably sized vehicles in its class … will be the driver’s choice,” he said. “Yes, it will have luxury amenities like no other vehicle we have brought to market thus far, but drivability is still front and centre in its development process and takes precedence over everything else.”
That said, the Concept X7 dazzles with a level of opulence not common on most existing BMW vehicles. Say what you want about the exterior design — it is certainly bold — but the cabin is stunning. One of the attendees took a deep whiff of the leather- rich interior and proclaimed, “It smells like money … and lots of it.”
A quick glance at the interior reveals the latest advances in technology and connectivity. There’s the 12.3- inch instrument cluster screen and central touch- screen information display front and centre. Partly backlit crystal glass adds flourishes to control elements such as the selector lever, iDrive Controller and multi- function buttons on the steering wheel.
Second- row passengers enjoy personalized infotainment courtesy of the rear- seat entertainment system’s touch- screen monitors. Here, BMW integrates the customer’s digital world via BMW Connected. As an example, passengers have access to personalized, digital services such as their choice of infotainment/ office content, by which they can make their ride more comfortable, more entertaining or more productive. And content can be shared with others on board.
Wilson said that while those viewing the Concept X7 might think a lot of its features won’t make it into the production model, this is not necessarily the case. “The core message with the X7 is that, from a luxury standpoint, this is where BMW is going.” Driving. ca