Remaining Real: The BMW 7 Series Returns to First Principles

We recently sat down with BMW designers and engineers to talk about the new BMW 7 Series and the i7 and how it’s pulling from the Neue Klasse vision and program. Even though it is more of a model update than a whole new car, we were kind of surprised both in terms of what they told us and what we saw, and from there, how we interpreted what they told us.

First, they explained that the Neue Klasse program is not just a vision for a model change or a design philosophy change, but rather it is relatively all-encompassing within the whole company. It’s not just about what they produce, it’s about how they work, how they produce things, and how they take their vision outwards to others. Changing for a changing environment, but still bringing forward what they believe is truly BMW.

The new 7 is stunning and, as many BMWs are, somewhat divisive in terms of whether or not people like the look. BMW calls it the most extensive model update ever, and when we asked the team what it believes defines the new 7, its team gave us the following answers.

BMW Says the New 7 Series Is “Monolithic.” What Does That Mean?

They said it’s monolithic. Now, we already know this is a massive car, and the word monolith fits that, but I think they mean the whole car kind of flows together as one, as opposed to some of the 7’s designs from the past, which included a lot more venting that broke up the shape. Or even the Chris Bangle design era, which had very obvious flames and curves and waves in the body shape.

In the new 7, things feel smooth, connected and holistic. There are very definite curves to the car, but it’s not pulling your eye to them, instead, they support the overall vision.

How Neue Klasse Is Changing the BMW 7 Series

Next, they talked about the use of technology and how BMW is trying to use technology to pull things ever forward, because in their mind, the modern world expects the highest levels of technology to be at par with the highest levels of luxury.

So while this is a model life update, they added things they learned from producing fully new cars, such as the expansive information panel that stretches from left to right on the car dashboard. It is technically a heads-up display, but it’s low, so it doesn’t really go onto the windscreen itself. It’s very bright, with a very high contrast, which of course you can adjust, and it’s highly useful, while at the same time not being all that intrusive. This is an example of the Neue Klasse vision that they have brought forward to this car, even though it is not a full model change.

They also talked about the increased ability to give customers exactly what they want because the 7 Series is available as fully electric, in diesel or in petrol, in hybrid or in hydrogen, or, if they wish, even as a V8. Then, of course, there are the choices for interiors, as they want to make these cars as bespoke as the customers want.

So for what BMW talks about in terms of the new 7 Series, it is those three key points that the brand believes are the most important and show the unique combination of both luxury and technology.

Now, I had the car to myself, and then had discussions with those designers and engineers separately. After I was done, BMW’s head of communications came up to me and said, “I heard what you said, and that was very different from what we said, but you’re also right.”

BMW talks about the monolithic look as being something new, but I see it as going back to the most basic tenets of design and holistic vision in that it is minimalist, achieving this with minor details and shapes and flows and finishes that don’t draw attention to themselves, but rather, support the whole vision. So yes, this creates a luxury aesthetic and approach, but also reminds people of what made BMW big to begin with.

Why Technology Has Always Been Part of Luxury

The next point was technology. And while BMW says technology as luxury is a new thing, what I pointed out to them was that technology was always sought after by the most powerful in the community and in the world. If you look at the world’s fairs, for example, they always highlighted the latest technology, and drew the deepest pockets and the most wealthy patrons. With watches and with timekeepers, it was always a badge of honor when a town or a patriarch or a king got the newest pocket watch or town clock because this was the cutting-edge technology at the time. So in that case, the fact that technology is combined so easily with luxury isn’t a new thing. It’s been there for a very long time.

BMW’s New Approach to Personalization

The third point we were discussing was customization. BMW can put whatever color or leather scheme or paint or insignia the right customer will want on their car. I look at it once again as something we’ve seen in the past, where the wealthy had very personal embellishment on weapons or coaches or on the armor adorning the walls in their castles.

So yes, all of these things are the key points that BMW is pushing out in terms of how its new 7 Series combines technology and design and luxury into what it believes is a pinnacle product for super premium sedans.

The Real Meaning Behind the New BMW 7 Series

But I think BMW is just going back to exactly what we’ve always liked about the brand. Very technology focused, but using that technology to achieve what we as enthusiasts want. Taking its vision and interpreting it with the latest abilities of production and design and mechanicals, but still something we can interpret and use the way we want to.

So while the 7 is as familiar as it should be, given its stature in the market, it is also a signal. BMW has made a lot of drastic changes to what it’s doing and how its vehicles look with models like the iX3, with whole new visions and looks and experience.

It is also, thankfully, still recognizing that while it may need to reinterpret what makes BMW special in the premium automotive world, it has to make sure its core draw, its core identity, remains real.

This article originally appeared in Robb Report Philippines’ Design Issue, June 2026.