By Sala Masindane

For six generations, the BMW 7 Series has been relatively modest in terms of design and has struggled to keep up with the Mercedes-Benz S-Class in global sales. To challenge the S-Class, BMW needed to flip the script and take a bold new approach. That is exactly what happened with the seventh generation. The designers did not go completely revolutionary, but they certainly went radical enough to ruffle a few feathers.

After two years of the new 7-Series being released, the jury is still out on the looks of the BMW 740i’s front end, but one thing is certain: it is a head-turner, especially when the grille is illuminated. Alongside its Rolls-Royce-esque stance, the flagship sedan features full LED headlights, gloss-black Shadowline trim, and 20-inch wheels.

Interior

Step inside and you will quickly forget about the controversial exterior. The 740i is equipped with BMW’s Curved Display infotainment system, glass controls, and sports seats upholstered in Veganza vegan leather. Rear passengers can enjoy the optional 31-inch Theatre Screen, reclining seats, and the Bowers & Wilkins Diamond Surround Sound System.

The cabin blends luxury and technology seamlessly. Most of the materials feel top tier, and rear passengers get individual controls for air conditioning, seat adjustments, and the theatre screen, among other features. As if that’s not enough, there is 540 litres of boot space to ensure no one (or their luggage) is left behind. The air suspension takes ride comfort to another level, making this sedan ideal for those who prefer being chauffeured.

Engine

Under the hood is a 3.0-litre turbocharged inline-six engine delivering 280 kW and 540 Nm, thanks to a 48-volt mild-hybrid system. Power is sent through an 8-speed automatic transmission.

Performance and Drive

The so-called “entry-level” 740i, though there is nothing basic about it, handles its size with ease. The ride is smooth and composed, aided by an excellent suspension setup. BMW claims fuel consumption of 7.9 L/100 km, and we managed an impressive 7.7 L/100 km over 900 km of mixed driving across the country.

Final Word

The new 7 Series is a true luxury sedan, whether you are behind the wheel or being chauffeured. It may even feel more comfortable in the back seat than its closest rivals, yet it is far from sluggish when driven. The biggest talking point remains the exterior design, but who wants to pay R2,284,104 for a modest-looking vehicle? Besides, looks are always subjective. If your budget stretches further, the electric i7 offers an unparalleled experience too.