The All New Next Generation BMW 7 Series – Driving Luxury
The BMW Group presented its new flagship, the next-generation BMW 7 Series, to the world at BMW Welt in Munich on 10 June 2015: The BMW 7 Series luxury sedan sets new standards for lightweight design, driving dynamics, comfort, intelligent connectivity and operating systems, and opens new horizons in its class. The classic attributes of high-end sedans, such as luxury, comfort and status, are complemented in the BMW 7 Series in other areas that offer customers decisive added value, with more interior ambiance, more personal well-being and more innovative functionality.
Global launch communications for the new BMW 7 Series are centered on the claim “Driving Luxury”.
Dr. Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group, explains: “The new BMW 7 Series brings positive new aspects to the BMW brand. BMW M represents the “Future of Performance” and BMW i the “Future of Mobility”. The BMW 7 Series stands for the “Future of Luxury”. This thread runs through the entire campaign. Just as ground-breaking as the new BMW 7 Series itself, are the creative partners, settings and innovative approach we have chosen.”
The car is being positioned as “the contemporary luxury experience for the performance elite” – an idea expressed in all communication formats.
Advance communications got underway in mid-April 2015 to coincide with the first media preview, with an accompanying online campaign for selected product features (BMW Laserlight, Carbon Core and Remote Control Parking). Global launch communications begin on 10 June 2015.
Intelligent lightweight design and technology transfer from BMW i
The newest version of this luxury sedan paves the way for a wide range of innovations in areas including driving dynamics, comfort, intelligent connectivity and control, all complemented by a holistic lightweight concept: Different materials are selectively combined to assure optimum vehicle performance and light weight. For example, ultra-lightweight, high-tech carbon-fibre reinforced plastic (CFRP) is used in the passenger compartment. Carbon fibre is around 30 per cent lighter than aluminium and about 50 per cent lighter than steel. The unique body structure, referred to as the “carbon core”, is based on technology transferred from the BMW i models, which helps optimise vehicle weight, as well as material strength and rigidity. This results in significantly lower fuel consumption and emissions, combined with improved driving performance, dynamics and comfort. The new BMW 7 Series models weigh up to 130 kilograms less than the previous generation.