BMW 7 Series: New benchmark for innovation

The carbon fiber-intensive, lightweight structure, initially applied in the BMW i8 hybrid sports car, has cut the BMW 7's weight by 130 kilograms compared with the previous model. The automaker's designers claim it will also cut down on fuel consumption by 0.6 liters per 100 km.

To design and develop the car, BMW employed the opinions and preferences of its customers in China, the company's largest market for the BMW 7 Series, accounting for about half of global sales.

After more than a million performance tests in China, the new BMW 7 Series has been tuned in accordance with the road surface, with its Enhanced Comfort chassis engineered for Chinese customers.

The new 7 Series is also loaded with electronics. It is the luxury carmaker's first auto series to respond to hand gestures. It also features wireless inductive charging for mobile phones and a removable seven-inch computer tablet to control information and entertainment functions.

A PM2.5 filter was also developed for Chinese customers to enjoy fresh air while in the car, while the Vitality Program is inspired by the nationwide fitness campaign.

"With each generation of the 7 Series, we have brought our customers' needs to the road, adapting accordingly as time moved on. Each generation has defined, changed and advanced mobility. Each generation has delivered ground-breaking innovations and set new standards," Engel said.

BMW launched its latest strategy for the Chinese market in August, prioritizing innovation as its core concept. The strategy, called Innovation-Powered by Joy, aims more directly at innovation while holding to its motto of "Future, Young and China".

"Innovation is the core strength of our company to build up a story of success that has lasted for nearly 100 years. Innovation is to take new perspectives, do things differently and move ahead of others before any trend becomes reality. At BMW, we always believe the best way to predict the future is to create it," said Engel.

BMW China organized a team of experts to conduct research over the past two years to examine the brand and how it should develop in the future. It queried more than 3,000 BMW car owners, industry specialists and experts.

The 15-monthslong survey found changes in how high-end consumers think and helped the brand see the meaning of luxury as inseparable from sustainable development, digitalization and connectivity.

BMW expects the new 7 Series to set a new benchmark for luxurious driving experience, offering more interior ambience and innovative functionality. The new 7 Series was developed for innovators who understand the meaning of success, forethought and vision.

The new BMW 7 Series' innovative design starts from the lighting system. The smart laser light is, for the first time, equipped in the model. The welcome light carpet invented by BMW designers to create reverence and bring a ceremonial enjoyment to the experience of getting in and out of the vehicle.

Yang Cheng contributed to the story.

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