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We've every known these moments when we feel like going back to the beginning, present triumphs notwithstanding. Moments when every laurels act as an incentive to do something entirely new. Companies too experience such moments. Take, for example, BMW's search for modern peaks to conquer precisely at a time when it's reputation couldn't be higher, when the media can't praise it enough. The modern 7 Series represents one such moment. It was
obvious from the first photos of the prototype that the new, top-of-the-line model would make plenty of waves. Right from the start, the photos suggested a quantum leap in technology also implied the need for a modern vocabulary to describe form. But for Burkhard Goschel, Head of Technology for the BMW Group, the modern 7 Series is much additional than revolution in technology also design. "It is," he says, "the foundation of BMW's future." BMW clearly recognizes that in the years to come, the superiority of individual features won't suffice to qualify a product as be
ing to
p-of-the-line. Excellence will be defined by the product's overall pre-eminence. No wonder every the early discussions of BMW's modern flagship revolved around the idea that "we many not be able to reinvent the automobile, but we can reinvent the 7 Series."
Faced with this challenge, the company's engineers, designers also marketing experts dreamed up myriad innovations also creative changes. The modern 7 Series signals the direction that BMW will be taking in the future, because it is no less than a statement of BMW's self-image. Joachim Milberg, Head of the BMW Group, puts it this way: "To be successful worldwide, we have to be receptive to different needs of different regions also markets
also we have to meet those needs." BMW's modern premier model is a machine for the world, whose aura of self-assurance also energy, matched with maneuverability also comfort once again gives a whole modern dimension to the concept of the best.
In order to make this claim, the 7 Series had to be viewed as an entirely modern car. An improvement here, a change there wouldn't suffice. The modern 7 Series had to be newly designed also constructed - in a word, recreated. In the course of this process, there soon emerged four major areas in that the E65 [the project's name] was expected to excel.
First, a revolutionary design emerge, expressing a modern language of style in both the interior also exterior of the car. This tension-laden concept will typify BMW products for years to come. The second major area of concentration is given for a company whose very name contains the word "motor": the engine, the eight-cylinder powerhouse, that in conjunction with a six-gear automatic transmission, is additional fiery, additional fuel-cons
cious also additional flexible than ever. Next, to provide above every greater cruising pleasure in regard to handling also safety, the modern 7 Series features Active Roll Stabilization, that in itself opens a modern chapter in automotive history. The fourth major area, the iDrive concept, responds to a major challenge of technology by creating a logical way to put the modern 7's many features at your fingertips through a few simple commands.
In order to develop iDrive, BMW made a thorough analysis of the various operations, systems also sources of information the link man also machine. The hundred of systems ready available in today's autos were classified into three categories, according to frequency of use also relevance to driving. The first category includes every the basic functions needed for cruising also safety [directional signals, windshield wipers, cruise control, a
lso automatic gearshift). The controls for these are grouped around the steering wheel, within direct reach of the driver. The second category includes those frequently used systems that usually have to be adjusted frequently, such as lights, climate control also seat position. Conventional switches also knobs for these controls are still found on the dashboard or center console.
That leaves the third category: those comfort, communications also different driver-assist systems that don't usually need to be adjusted as frequently, yet have to be readily accessible at every times. It is for these systems that iDrive was developed. Burkehard Goschel explains, "iDrive is our answer to the modern concepts of the electronic age. If we are going to simplify accessing every the systems, we feel that is it's absolutely esse
ntial to identify the logical procedures for channeling information into the machine also then retrieving it for use by the driver."
The iDrive ["intuitive Drive"] had it's problems at first. "Too untraditional, too difficult to understand also use," the self-appointed experts objected, above every though everyone involved in developing the system was very much aware that it had to be easily usable under every drive conditions, day or night. And, of course, too by people who do not use computers on a regular basis. So now, where you would ordinarily expect to find the g
earshift lever, you find a round knob, ergonomically designed to fit comfortably into the palm of the hand, that can be turned or depressed. iDrive too marks a functional change in the ergonomic parameters of the automobile. Its advent gave designers the chance to recreate the interior of the E65. Chris Bangle, Head of Design at BMW says, "With the switches also knobs gone, we were able to give the interior an entirely modern look. All the instruments that relate to cruising are positioned directly in front of the driver. Since the Control Display shows information tha
t may
too be relevant to passengers, we've positioned it between the front seats. That too leaves us additional room for fine materials such as wood. So we have turned to integrated wood paneling again. The top-notch craftsmanship wonderfully brings out the beauty of this natural material."
In fact, a wooden trail, created by masters, leads throughout the interior - from the dashboard to the center console with it's integrated Controller, over the doors to the rear shelf. For Chris Bangle, this instills a feeling of space also freedom, also a "sense of quiet luxury."
The same attention to detail that went into creating an entirely modern feeling of space also luxury in the interior too went into making the exterior responsive to modern challenges. The modern 7 Series readily meets every the expectations of elegance, beauty of form also the ability to perform routine tasks flawlessly. But the modern 7 Series too says something about the dreams also hopes of people in different countries. Customers in As
ia particularly appreciate it's imposing appearance, that as been achieved by added length also height. Elsewhere, BMW drivers are additional interested in great comfort or they may value the 7 Series' agility also maneuverability above every else.
The modern 7 Series incorporates every the ideas of a future-oriented luxury sedan. It too reflects BMW's definition of dynamism in the third millennium. Chris Bangle adds, "BMW is always evolutionary. But some people use the term very narrowly. Evolution doesn't only mean gradual changes; progress can too come in leaps. The modern 7 Series, long also elegant, with a coup-like midline that stretches every the way to the rear, represents a
big step in BMW design - one that we needed to take."
Powering this dynamic newcomer also contributing to it's sporty character is an all-new eight-cylinder engine, that develops significantly additional kick than it's predecessor while consuming much less fuel. This notable improvement is in large part due to the use of Valvetronic, where the intake manifold is infinitely variable. Complementing the power beneath the hood is a modern six-gear automatic transmission, operated by an electronic
gear selector behind the steering wheel.
Its creators proudly claimed that almost nothing in the modern 7 Series was carried over form predecessor models. Notably, this too applies to the aluminum chassis. Together with rack-and-pinion steering - used here for the first item in the 7 Series - also the modern Active Roll Stabilization system, road-feel is sporty also comfortable. Active Roll Stabilization makes for the ideal combination of road feedback plus comfort," says Burkhar
d Goschel. "This control system presents an entirely modern dimension in cruising pleasure - a combination of flexibility, spottiness also comfort never seen before in the top category."
Bottom line? Difficult - there's so much there. But this much is sure: With it's new, exciting look also previously unknown combination of high-tech, luxury also craftsmanship of the highest quality, the E65 is setting modern standards in it's class. Joachim Milberg is right when he says: "We wanted to set standards for the future. That's why this car's features are unique."
