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The BMW 7 Series is something that many a businessman aspires to.
I know one in Bahrain, who happily talks about eating out at the cheapest of diners in Manama souq but still oozes class whenever he steps out of his beloved Beemer.
Quite frankly, if you can slip behind the wheel of one of these babies you know you’ve made it to the top of the corporate ladder or achieved entrepreneurial excellence.
It’s one of those objects of desire that Stacey, the star of a popular British TV series currently being screened on BBC Entertainment, would quite rightly describe as ‘well lush’.
The new refined BMW 7 Series, I was told, brings new levels of comfort, luxury and power to Bahrain. I quickly found out it was not an idle boast.
To open the car door only the slightest of touches is needed, similar to the way the wing of the new McLaren sports car responds.
BMW sales executive George Milan whispered that it should be touched gently ‘like a woman’ but his Euro Motors’ colleague Fatima Buhassan, who has obviously spoken to my good lady wife, Kathryn, suggested it may be better for me to compare it to using an iPhone.
Either way, Szecowka still has the touch and my sublime, silver 7-series sensation opened willingly to my delicate manoeuvrings.
Foot on the brake and with a press down on the start button, the engine kicked into action. Press another button and a 3-D image of the speedometer floats in front of the windscreen to ensure you can keep your eyes firmly on the road.
Euro Motors, the BMW Group importer in Bahrain, has welcomed the new and refined 7 Series model into its showrooms with open arms. Not surprisingly, the team is confident it will strengthen its leading position as the most dynamic and innovative luxury sedan in the premium automotive segment.
Bahrain is an important market in the region for BMW 7 Series sales and this flagship model is consistently amongst BMW’s best-sellers across the GCC markets.
A number of subtle but significant design and technology modifications have been made to give the car a stronger presence on the road and provide an even more luxurious and powerful driving experience.
Luxury is defined by a number of distinctive exterior design modifications which enhance the car’s sophisticated and elegant appearance.
The most eye-catching is the new Adaptive LED headlights featuring hallmark BMW corona rings and a smart accent strip. The exterior changes have also been enhanced with a new front and rear bumper, new kidney grille and indicators integrated into the lower section of the exterior mirrors.
Top-class materials, quality workmanship and outstanding practicality enhance the levels of comfort in the interior. The driver and front passenger can relax into newly-designed leather seats offering perfect comfort and support.
An optional Rear Seat Entertainment package comes with a new 9.2-inch flat screen monitor, while the new 1,200-watt Bang & Olufsen High End Surround Sound System delivers unrivalled sound quality. This will please one of the dads I regularly meet up with at the Japan Karate Association’s Bahrain dojo which our sons attend. He often gets picked up from the airport in a limo and in the past has found the rear seats in a BMW too hard to relax. Rest assured, not any more. I jumped in the back, curled up and could quite easily have enjoyed 40 winks.
BMW’s ConnectedDrive also gives the driver and passengers information and services to help make their driving experience safer and more comfortable.
Tailored to the Middle East market the onboard iDrive control system has an Arabic interface and navigation system. So, whether you are looking for nearby hotels, need to receive or write emails, or want to plan your leisure activities, all these functions are provided with a male Arabic voice, and with an option to switch to English.
In the cockpit, the all-new multifunctional instrument display behind the steering wheel meets all of the driver’s needs. It is simple, clear and provides exactly what is needed.
Using extended black-panel technology, BMW opens up a whole new range of display options through the 10.25-inch screen, including instruments that use different colours and graphics depending on the driving mode selected, and provides situation-specific information such as status and function displays.
The Control Display in the centre of the instrument panel has also benefited from visual and technical improvements and now uses high-resolution 3D graphics, as highlighted earlier.
To further enhance the ride comfort of the BMW 7 Series, all models are fitted with air suspension and an upgraded chassis that helps give added comfort for both front and rear passengers.
In addition, there is a range of new and comprehensively revised engines mated to an eight-speed automatic transmission.
Alongside the flagship BMW 760Li with its 12-cylinder engine and the entry-level BMW 730i engine, Middle East customers can also choose from the new six-cylinder in-line engine powering the BMW 740Li and the new V8 engine in the 750Li. Prices start from around BD33,000.
My favourite technological enhancement allows you to stop at lights and not worry about keeping your foot on the brake pedal or placing the car in park mode with the simple push of a button. As soon as you touch the accelerator, you’re off!
Paul Yates, general manager of Euro Motors, told me he was delighted to welcome the new 7 Series into the BMW showrooms in Sitra. "Its important design and technology enhancements give it a stronger presence and added comfort for both the driver and passengers," he said. "We are confident that the new BMW 7 Series will remain a market leader in its segment and will add another chapter to the 7 Series’ success story here in Bahrain."
It’s hard to argue, my test drive 7 Series BMW was exquisite. A touch of class from the moment I opened that door. I even felt comfortable for the first time ever returning to my car alongside the upmarket motors parked outside CafÈ Lilou in Adliya after a business lunch. This really was living life in the class lane.
For further details call Euro Motors on 17750750.
