Story by Ayman Shairzay
Photography by David Lewis Taylor

Few cars have had quite the polarizing affect like the flagship sedan from Bavarian Motor Works. The pre-Bangle, 3rd generation 7 Series was beginning to lose its reputation as a design and technology virtuoso, reflected by a steady decrease in sales. Enter the 4th generation 7 with its controversial iDrive and shapely rear deck, and suddenly no one could stop talking about BMW. Before long, the new 7 was the best-selling generation ever. The critics grumbled, but the rivals scrambled to respond.

Fast forward several years, as BMW launches its 5th edition of the archetype performance luxury sedan, and what you’ll see on the road today is a bevy of imitators. Despite the mixed reactions of the 7 Series’ most scrutinized features, nearly every top player in the luxury sedan market has incorporated design cues and technology features derived from the 7.

The design direction outlined by Chris Bangle’s team has reached its crescendo with the 2009 7 Series. The exterior styling has matured into a complex and beautiful symphony of curves and creases, paradoxically conveying a sense of more potent but subdued athleticism.

Inside, the cabin’s rich materials and lavish appointments envelope the driver in solipsistic glory. At every turn the sensory reward is limitless, from the Black Panel instrument cluster, to the satisfying feel of the console-mounted shifter, to the shocking absence of noise. A fan from the beginning, we especially love the improved iDrive System and enormous 10-inch screen. An interior as beautiful as the new 7 would not be possible without the streamlined interface created by iDrive.

Just as its rivals were catching up, BMW reaffirms its dominion over the luxury performance sedan market with its most impressive version yet.

bmwusa.com