At dinner David’s uncle mentioned that perhaps BMW is becoming too mainstream; too different from the stylish trends of the past. It was mentioned that people appeal to 300 series BMW’s as they serve as “goal cars”, just a little more expensive than an every-day consumer car such as a Honda Civic and seen as more prestigious. This type of consumer is currently a huge factor in floating the brand. There is little value to wiggle with under the 300 series for dealers and the margin is small. Higher margins come with more expensive cars and the 700 series boasts $6-7 thousand in wiggle room. David’s uncle mentioned that BMW is looking to route back to their signature luxury, which can be seen in their new 750i. Some of the features are rather interesting, but judge for yourself.
For just $5,750 the sixth generation of BMW’s mightiest sedan boasts a writing table in the back seat made of burnished aluminum. BMW looks back to class and luxury and incorporates an ashtray, a less frequently seen feature in modern times. The body is carbon-fiber reinforced, shaving almost 200 pounds off the previous model. Under the hood sits two options of turbocharged engines: a 4.4-liter V8 or a 6.6-liter V12. The most significant upgrades come with four-corner air suspension with upgrades increasing isolation from the asphalt below. With the Autobahn package, for just $4100, the consumer is offered high-speed upgrades and comfort for speeds far above U.S regulations. This upgrade includes rear-wheel steering, GPS input about upcoming terrain, and a handful of other luxury features. While the engine behind the chrome nostrils in this BMW can compete directly with a Rolls-Royce Phantom, the price tag sits at a base of $97,400 with optional upgrades sky rocketing the price from there. Perhaps BMW is indeed falling out of mainstream designs and going back to their roots. The 750i is certainly unique and not for the everyday commuter.