Moving Forward in Electric Luxury. Up close with the BMW i7.

September 26, 2023 benautobahn Off BMW,

This past week, BMW Malaysia made quite a statement in the heart of Kuala Lumpur with the “Forwadism, by BMW” event located within a custom-built structure called House of Forwardism. While the i7 price was officially announced back in June, there’s curiously no official launch event for the flagship electric limo then. BMW Malaysia clearly had this big-budget event in mind for the i7 to make a big splash, and they did exactly just that.

The structure itself is something to behold. While the core is essentially a tent on steroids, the exterior shell is cleverly designed to look like a permanent structure. The House of Forwardism looks right at home where it stands that most would forget the location is basically a parking lot. BMW Malaysia undoubtedly spent well into the seven figures for this whole event, so it’s a shame the structure would only be around for seven days.

Wait, so 7 figures spent on a 7-day event on the new 7 Series that’s now in its 7th generation? I’m clearly reading too much into this…

Despite the large cover, there’s no front storage

Jokes aside, let’s get back to the highlight of the event: the i7. To recap, Malaysians only get one choice as of now which is the i7 xDrive60 M Sport. With a large 105.7 kWh battery and one electric motor for each front and rear axle, the i7 makes a potent 544 hp and 745 Nm of torque, with an impressive 0-100 kph time of just 4.7 seconds.

Driving range is a claimed 625km (WLTP) with the capability of up to 11kW Type-2 charging, while up to 195kW when using DC fast charging. Prices start from RM707k for 2-year warranty, or RM730k with the extended warranty and service package.

That is flagship money, but you’ll definitely get flagship presence with this bold new design language. Whether you like the design or not, you cannot deny the unrivalled presence when you see this on the road, which is further enhanced by the glass crystal front DRLs and lit-up front kidney grille.

Calling the new 7 Series a baby Rolls-Royce could not ring any truer today with this imposing new design. Park the i7 next to the Mercedes-Benz EQS or even the S-Class and both from Stuttgart would be overshadowed. Just like the imposing XM, the word subtle was never in the vocabulary.

BMW also wasn’t afraid to push the boundaries in terms of design and technology for its interior. Step into the driver’s seat and your gaze will be naturally drawn to the transparent backlit strip which surrounds the dash. BMW calls this the Interaction Bar because the backlit feature can light up in virtually any color and react according to certain actions, although its primary function is for ambient lighting.

The center curved display however, is the same one found in lesser BMW models including the 3 Series facelift. So those expecting custom infotainment screen hardware when spending flagship money might be slightly disappointed in that regard. To be fair, same can be said for Mercedes-Benz models.

The rear passenger entertainment is where BMW managed to stand out from the segment. For the past decade if not longer, the idea of rear seat entertainment has always been a small screen stuck on the back headrests. While screens has gotten better since, the screen size has largely stagnated with a viewing experience that’s no better than those found on economy flights. Just look up the rear screens from the latest Mercedes-Maybach or even Rolls-Royce to see my point.

For the new generation 7 Series, BMW actually came up with something fresh in the form of a wide 31.3-inch Theatre Screen which can be retracted out of view when not in use. We have yet to see if this actually offers a superior viewing experience on the move, but the showroom appeal and wow factor is undeniable.

Speaking of screens, BMW also resorted to an integrated touchscreen on each rear door panels to control everything from seat adjustments to entertainment. While it might look good on paper, in practice, we find the touchscreens not as responsive as one would expect coming from our smartphones. At least the rear seats live up to its limo status.

With all the adjustments you can think off, not to mention full massage and ventilation functions, you will find the ideal seating position that suit your every mood. Buyers can also choose from black, white, red, and tan leather, while the local S-Class offering only comes in black or tan, plus the EQS only comes in black.

Our first impressions of the i7 has been solid. BMW has clearly put in serious effort with the new 7 Series, which they have to if they want any hope of competing with the established icon of success that is the S-Class. We will have to test both to find out if that’s the case. In the meantime, go check them out at your nearest showroom and decide for yourself. These cars may be unaffordable to most, but experiencing one shouldn’t cost you anything.