The BMW X7 has a key role to play here, as Ian Robertson, Member of the BMW AG Management Board responsible for Sales and Brand BMW explains: “Since BMW founded the Sports Activity Vehicle segment with the first X5 back in 1999, every subsequent X vehicle has broken new ground. The BMW X7 continues this tradition: the X family’s new top model extends BMW’s offering in the luxury class and redefines the concept of luxury for the BMW brand and beyond. It also embodies one of the most important elements of our corporate strategy NUMBER ONE > NEXT, to grow our presence in the luxury class. Furthermore, the BMW Concept X7 demonstrates it’s perfectly possible to combine a large sports activity vehicle with an electrified drivetrain.”
The status of the BMW Concept X7 iPerformance as a luxury-class BMW SAV is instantly apparent. The spectacular exterior, imposing dimensions and skilfully judged proportions endow it with an extraordinary sense of presence and an ultra-modern aesthetic fused with innate dynamism. “The Concept introduces the BMW Sports Activity Vehicle DNA into the luxury segment. The new BMW design language employs just a few, extremely precise lines and subtle surface-work to raise the bar in terms of presence and prestige,” explains Adrian van Hooydonk, Senior Vice President BMW Group Design. “The BMW Concept X7 iPerformance has a luxurious and sophisticated feel to it, thanks to its understated use of forms and incredibly precise details.”
The luxurious character of the BMW Concept X7 iPerformance is brought alive by its cabin, in particular. The vehicle’s sheer size forms the basis for an interior experience unmatched by any BMW past or present. As a result of the interplay between precise, pared-down forms and an open sense of space, the driver and passengers find themselves immersed in a very modern setting with an equally exclusive feel. The wealth of possibilities offered by personalised, digital connectivity allows the vehicle’s interior to be turned, as desired, into a personalised place of either retreat or productivity.
As part of its forthcoming model offensive, BMW has developed a new presence for its luxury cars that sees the profile and positioning of the most exclusive members of its range refined into a distinct product category.
The new BMW 8 Series, new BMW X7, BMW i8 and new BMW i8 Roadster will join the BMW 7 Series in the brand’s significantly expanded luxury segment line-up. The identity and attitude shared by BMW’s elite models are echoed in a newly designed logo which combines a black-and-white version of the manufacturer’s roundel first used 100 years ago with the company name “Bayerische Motoren Werke” written out in full.
With its classical, understated aesthetic and the company’s original name spelt out, the logo highlights BMW’s inimitable history. The boldness to explore standalone solutions and concepts, and the ability to take on challenges and emerge from them stronger, are deeply-rooted elements of BMW heritage. This approach - encompassing everything from the first altitude-world-record-breaking aero engine to the launch of the BMW i brand - has proven to be a recipe for success, as well as showcasing the company’s passion, confidence and gift for bringing the future into the present day. The new presence for the brand’s luxury-segment models will be unveiled for the first time at the IAA Cars 2017 show in Frankfurt on 14 - 24 September 2017.
Photos: BMW
(Sept. 8. 2017)