As Rivals Ditch Sedans, BMW Sees 7 Series As An 'Opportunity To Grow'

BMW 7 Series product manager Max Hubert said the company remains committed to premium luxury sedans.

Photo by: BMW

By: Jeff Perez

Apr 22, at 3:06pm ET

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Modern buyers looking for something large and luxurious often gravitate toward high-priced premium SUVs rather than traditional executive sedans. But that doesn’t mean the four-door segment is disappearing—at least not for BMW.

Following the debut of the new 7 Series, Motor1 spoke with Max Hubert, the model’s product manager and a strong advocate for the executive sedan. Addressing competitors who have shifted away from the segment, Hubert said:

'Some competitors [have left] the market, but that's just an opportunity for us to grow. Last year, we were the most successful luxury sedan. So we really see a fit… [The 7 Series] is very successful, and it shows that it can also be successful in the future.'

2027 BMW 7 Series

Photo by: BMW

Audi and Lexus have recently stepped back from full-size luxury sedans, killing off their A8 and LS models. In the short term, those companies will focus on three-row luxury SUVs instead. BMW and Mercedes-Benz, however, remain committed to the segment and have both introduced updated versions of their flagship four-door sedans.

The refreshed 7 Series builds on its predecessor with a subtle exterior update, a significantly upgraded interior, and improvements across the board. The all-electric i7 benefits from increased range, while the gasoline models gain performance refinements.

Pricing for the 2027 BMW 7 Series starts at $101,350 for the rear-wheel-drive version and $104,350 for xDrive. The i7 50 xDrive starts at $107,750, while the more powerful i7 60 xDrive comes in at $126,250. Additional variants, including a plug-in hybrid, are expected to join the lineup later this year.

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Zander Sutton contributed to this report

Source: BMW

Motor1's Take: As other automakers pull back from the premium sedan space, BMW’s commitment to the 7 Series stands out. Alongside the recently updated Mercedes-Benz S-Class, it suggests that the full-size luxury sedan isn’t gone just yet—and may continue to hold its ground for years to come.