The battle in the luxury car segment has increased to a new level with the launch of the new generation BMW 7 series (G70), aimed directly at rival Mercedes S-class.

Like the upgraded X7, the new 7 series has a large kidney-shaped grille, but the headlights are separated into two parts.

The new generation 7 Series has major changes in design, especially in terms of recognition such as the separate headlight cluster.

Another impressive appearance is the door handle concave into the body of the car, and the door opens with a button, besides the other attention-grabbing point is the chrome C-pillar.

BMW offers M Sport or M Sport Professional equipment packages for customers who want to increase the sportiness of the 7 series, with some features such as M Sport brakes with blue or black brake discs, and a small rear spoiler.

The new generation Series 7 also increases significantly in size.

The new generation luxury sedan uses a series of new technologies, such as unlocking via smartphone and automatic door opening and closing options.

What appears for the first time is the interactive design (Interaction Bar) – a strip of color sensors across the dashboard, integrating buttons to control many features.

But for many 7 series car owners, what happens in the back seat is more important than the front.

When the passenger activates theater mode, the large TV screen will lower, the curtains will be raised, and the seats and lights will be adjusted to suit the movie-watching experience while the car is moving.

The rear row of passengers has its own digital controller with a 5.5-inch touch screen located in the car door, which looks like a smartphone.

These changes to the 7 series caused controversy because they increasingly pampered and caressed passengers in the backseat like rival Mercedes, which is not BMW’s tradition.

Standard air suspension and adaptive damping, with an optional active anti-roll system.

The new generation BMW 7 series has an electric motor version for the first time – the i7 model.

760i xDrive version with 4-wheel drive system, V8 engine, also with 48 V mild-hybrid system, 536 horsepower and 750 Nm of torque.

There is no longer a V12 engine version in series 7. Therefore, the i7 xDrive60 electric engine version becomes the most advanced version, priced from 119,300 USD.

The BMW 7 series will be sold in the US from this winter, but the German car company has accepted pre-orders for the i7 from April 20.