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 We decided to compare BMW 7 Series with its rivals Mercedes S-class and Audi A8. Driving on the expressway behind the steering wheel of the BMW 7 Series , it feels as if the world has gone numb. The feeling reminds me of One of those movie scenes where the lead actor is in shock after going through a tragedy. The audio as per the director’s instructions , is either completely muted or is highly suppressed to amplify the ‘trauma’ effect. Throw in a bit of slow motion and lo! Our man looks completely dazed. i have turned the radio off on purpose , and there’s nothing , absolutely nothing I can hear except my own breath and the hushed yet enticing turbo whistle whenever my right toe feels heavy. The crazy , cacophonic noise of the trucks around me has been reduced to a muted bleep. I can’t make out whether the car is rolling on a stretch of tar or gliding over a layer of clouds as I cruise at 100km/h. The silence inside the cabin of this latest BMW flagship over a well laid out surface almost eerily redefines tranquillity on wheels.
The second generation A8 , when it was launched in 2003 amazed everyone , including its two German rivals by employing a lightweight , all-aluminium construction and technology that the other two marques had managed to develop over decades. Even after being in production for six long years (with a few minor cosmetic alterations) , the Audi is a worthy match for its rivals. There’s acres of space inside and comfort and lavishness abound in every nook and cranny. However , the enthusiastic sound from the 4.2 FSI engine may not be to the taste of high-nosed back benchers. The suspension , even after being a good combination of suppleness and firmness doesn’t quite walk the tightrope as dextrously as the other two limos. The A8 still is a phenomenally accomplished car if you compare it with saloons in any class or segment , but it isn’t the crème de la crème of the one it belongs to.
The 7 truly amazes with its futuristic tech , however , it isn’t quite as amazing to look at. Chris Bangle with the first iteration of the previous 7 Series shattered the perception of what a luxury limo should look like. The radical surface treatment made the BMW management make Bangle’s disciples rush back to the drawing board and try to alter a few lines to make the big limo a bit more of a conformist. The result was something that was somewhat a fusion of Star Wars and the Mahabharata. Once bitten twice shy – seems like BMW this time were overly keen to wash off every trace of Bangle’s design philosophy from the car. Not a bad thing if treated as one of the agendas to design the car. But a look at the new 7 and you realize that it’s devoid of any flair , flamboyance or character in its design. The brief to the sculptors probably was ‘to rob the limo of any proof that it once was crafted by one Mr. Bangle’. The clay crafters have done a good job of complying with the brief , but have failed at coming up with something that could evoke passion. A pronounced crease throughout the shoulder line , an aggressive snout , twin exhausts , flame effect tail lamps are some details that have some character about them , but at the end of it , there aren’t elements to bring it all together. The shape of the new car looks somewhat incoherent and purposeless. It won’t offend anyone , but it won’t impress either.
The A8 is typical Audi in every way you look at it. It’s muscular , but not burly. It’s understated , but not without presence. It’s clean , but not without character. It may have been in the market for a long time now , albeit with a few design alterations , but it still doesn’t look like an old car. If you see an Audi A8 in the rear view mirror of your car , you’d know what I am talking about. Squat , wide and muscular – the Audi looks extremely imposing , even menacing at times.
Contrastingly , the S-class stays true to its elegant antecedents. With its flared wheel arches , the new S was debated to be veering off its heritage of understated beauty when it debuted but it’s ageing like wine , looking subtler , more refined and more appreciable with every passing year. Of the three , it’s the Mercedes that complies with the textbook styling  instructions for this segment the most. It’s smart and subtle , cultured and elegant with just the right amount of beef in just the right places. I personally would want to get down from the backseat of the S-class among the three while arriving at a grand function. Moreover , in India , nothing else fetches you as many bragging rights as having a three-pointed star on one end of your car’s bonnet. And if you have an S emblazoned on the boot , you’re one of the brightest , richest and the most respected in the country.
The inside of the new Bavarian limo has been crafted keeping in mind the tastes of the middle-aged , worldly wise , sensible businessman as well as the spiked haired , tech crazy brat spoilt rotten by his dad’s money. For the former , the cabin is ergonomically laid out with the use of high quality materials and a quality of finish that represents the very best in automotive cabin craftsmanship. The dashboard is done in a newly developed material that almost fools you into believing that it’s high quality leather owing to its soft and grainy feel. If you want the real thing , however , you can have the dash done up in genuine cowhide. Typically BMW in appearance , the interior exudes quality , class and longevity. For the tech junkie this Beemer has a delectable spread of sci-fi stuff laid out. The electronic drive selector , the Comfort and Sport modes to suite various driving styles , the next generation iDrive system , the high resolution OSD – everything exemplifies the next level of automotive electronics sophistication. And to season it with a bit of hot spice , this Beemer also offers aircraft like heads-up display enabling you to keep a watch on various data on the windscreen without having to take your eyes off the road.
For the back benchers , a football ground comes free with this BMW. With large LCD screens mounted on the back of the front seats , (pretty much a regulation feature in this class of cars) , and an array of buttons , functions and knobs thrown in to play with , the back seat of the Beemer is one luxurious place to be in. It’s hardly possible to fuse the extremities of comfort and dynamism into one car as seen on this automobile.
If the BMW is the most eclectic visual and functional fusion of athleticism and serenity , the S-class is the pinnacle of understatement. Under its bonnet , below its leather , between its door panels and beneath its running board , the S-class conceals some of the world’s most advanced automotive tech. Adaptive suspension , variable drive modes ,  unsurpassable comfort and refinement , an advanced engine and an even more advanced transmission , COMAND system , auto and electric everything – it’s tough to find even a single area where the Merc doesn’t match its compatriot counterparts. But the beauty of this machine is that it refuses to expose any of its talents. Minimal buttons , ergonomic , classily appointed interiors that make you feel extremely special (especially with that elegant black roof) , a clean , uncluttered , fuss-free layout and quality and craftsmanship that is of the highest order – the Mercedes is like a jewel studded teakwood chest from Sinbad the Sailor’s time with a battery of laser guided bombs within. If there’s an auto tech that should be there in a car this expensive , be sure , the S will have it incorporated , and then some on its options list which is longer than the list of frauds in the Indian government.
The A8 is quite unlike its other two rivals from the inside. While the interior boasts matching quality and build , it’s more to the taste of Pierce Brosnan of Tomorrow Never Dies , sci-fi and bling than that of the Thomas Crown Affair , classy and evolved. Turn the ignition key on and a panel on the centre control slides up with the MMI screen flipping out – James Bond style. Turning the music on makes the tweeters of the very expensive and acoustically exceptional Bang & Olufsen stereo system emerge from the two extreme ends of the dashboard near the windscreen. The number of buttons are a tad too many and scattered in places. The Audi cabin , then , is as well built and as comfy as the other two cars but not quite as understated , if I may put it that way.
Verdict
The A8 is technologically as accomplished , offers as great an engine and transmission tech , looks equally or more stunning and offers as much comfort as its rivals. But the fact that this luxury limo is due for a replacement by the end of this year deters us from suggesting it as a buy. The fact should give the other two German brands a reason to worry though , as even in its current form , the Audi is a formidable opponent and the new version will be much , much more advanced.
There’s no doubt the new 7 is a phenomenal car. Powerful , refined , silent , tech laden and extremely fast – the new luxo-barge from Bavaria is an accomplished automobile in most perceptible departments , except a few. Firstly , as mentioned earlier , it still doesn’t know what it wants to prove with its appearance. ‘All-I-know-is-I-don’t-want-to-offend-anyone’ philosophy for the flagship car of world’s largest premium car manufacturer doesn’t quite work. It doesn’t for me at least. Also , ambidexterity is good in most cases. But here , when we are talking about a luxury limo , an attempt to showcase its multiple abilities spoils it a bit. I mean , we know you can do it , if only you didn’t say it , you would have looked much more gentlemanly. The BMW we reckon is the most accomplished car here , but definitely not the most stylish.
The S-class is as capable or more as any car in this segment needs to be , but it won’t whisper a word about what it can do. All the technology , the computers , the electronics and the math has been exquisitely veneered under that elegant shape , those wood inserts , those stylish brushed aluminium buttons and that classy analogue clock on the centre console. The S-class will have those with a highly evolved taste smitten at the very first look. The Mercedes-Benz , even today represents a high tech , high comfort , high style luxury limousine in its purest , unadulterated form!
More photos:
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The second generation A8 , when it was launched in 2003 amazed everyone , including its two German rivals by employing a lightweight , all-aluminium construction and technology that the other two marques had managed to develop over decades. Even after being in production for six long years (with a few minor cosmetic alterations) , the Audi is a worthy match for its rivals. There’s acres of space inside and comfort and lavishness abound in every nook and cranny. However , the enthusiastic sound from the 4.2 FSI engine may not be to the taste of high-nosed back benchers. The suspension , even after being a good combination of suppleness and firmness doesn’t quite walk the tightrope as dextrously as the other two limos. The A8 still is a phenomenally accomplished car if you compare it with saloons in any class or segment , but it isn’t the crème de la crème of the one it belongs to.
The 7 truly amazes with its futuristic tech , however , it isn’t quite as amazing to look at. Chris Bangle with the first iteration of the previous 7 Series shattered the perception of what a luxury limo should look like. The radical surface treatment made the BMW management make Bangle’s disciples rush back to the drawing board and try to alter a few lines to make the big limo a bit more of a conformist. The result was something that was somewhat a fusion of Star Wars and the Mahabharata. Once bitten twice shy – seems like BMW this time were overly keen to wash off every trace of Bangle’s design philosophy from the car. Not a bad thing if treated as one of the agendas to design the car. But a look at the new 7 and you realize that it’s devoid of any flair , flamboyance or character in its design. The brief to the sculptors probably was ‘to rob the limo of any proof that it once was crafted by one Mr. Bangle’. The clay crafters have done a good job of complying with the brief , but have failed at coming up with something that could evoke passion. A pronounced crease throughout the shoulder line , an aggressive snout , twin exhausts , flame effect tail lamps are some details that have some character about them , but at the end of it , there aren’t elements to bring it all together. The shape of the new car looks somewhat incoherent and purposeless. It won’t offend anyone , but it won’t impress either.
The A8 is typical Audi in every way you look at it. It’s muscular , but not burly. It’s understated , but not without presence. It’s clean , but not without character. It may have been in the market for a long time now , albeit with a few design alterations , but it still doesn’t look like an old car. If you see an Audi A8 in the rear view mirror of your car , you’d know what I am talking about. Squat , wide and muscular – the Audi looks extremely imposing , even menacing at times.
Contrastingly , the S-class stays true to its elegant antecedents. With its flared wheel arches , the new S was debated to be veering off its heritage of understated beauty when it debuted but it’s ageing like wine , looking subtler , more refined and more appreciable with every passing year. Of the three , it’s the Mercedes that complies with the textbook styling
instructions for this segment the most. It’s smart and subtle , cultured and elegant with just the right amount of beef in just the right places. I personally would want to get down from the backseat of the S-class among the three while arriving at a grand function. Moreover , in India , nothing else fetches you as many bragging rights as having a three-pointed star on one end of your car’s bonnet. And if you have an S emblazoned on the boot , you’re one of the brightest , richest and the most respected in the country.
The inside of the new Bavarian limo has been crafted keeping in mind the tastes of the middle-aged , worldly wise , sensible businessman as well as the spiked haired , tech crazy brat spoilt rotten by his dad’s money. For the former , the cabin is ergonomically laid out with the use of high quality materials and a quality of finish that represents the very best in automotive cabin craftsmanship. The dashboard is done in a newly developed material that almost fools you into believing that it’s high quality leather owing to its soft and grainy feel. If you want the real thing , however , you can have the dash done up in genuine cowhide. Typically BMW in appearance , the interior exudes quality , class and longevity. For the tech junkie this Beemer has a delectable spread of sci-fi stuff laid out. The electronic drive selector , the Comfort and Sport modes to suite various driving styles , the next generation iDrive system , the high resolution OSD – everything exemplifies the next level of automotive electronics sophistication. And to season it with a bit of hot spice , this Beemer also offers aircraft like heads-up display enabling you to keep a watch on various data on the windscreen without having to take your eyes off the road.
For the back benchers , a football ground comes free with this BMW. With large LCD screens mounted on the back of the front seats , (pretty much a regulation feature in this class of cars) , and an array of buttons , functions and knobs thrown in to play with , the back seat of the Beemer is one luxurious place to be in. It’s hardly possible to fuse the extremities of comfort and dynamism into one car as seen on this automobile.
If the BMW is the most eclectic visual and functional fusion of athleticism and serenity , the S-class is the pinnacle of understatement. Under its bonnet , below its leather , between its door panels and beneath its running board , the S-class conceals some of the world’s most advanced automotive tech. Adaptive suspension , variable drive modes ,
unsurpassable comfort and refinement , an advanced engine and an even more advanced transmission , COMAND system , auto and electric everything – it’s tough to find even a single area where the Merc doesn’t match its compatriot counterparts. But the beauty of this machine is that it refuses to expose any of its talents. Minimal buttons , ergonomic , classily appointed interiors that make you feel extremely special (especially with that elegant black roof) , a clean , uncluttered , fuss-free layout and quality and craftsmanship that is of the highest order – the Mercedes is like a jewel studded teakwood chest from Sinbad the Sailor’s time with a battery of laser guided bombs within. If there’s an auto tech that should be there in a car this expensive , be sure , the S will have it incorporated , and then some on its options list which is longer than the list of frauds in the Indian government.
The A8 is quite unlike its other two rivals from the inside. While the interior boasts matching quality and build , it’s more to the taste of Pierce Brosnan of Tomorrow Never Dies , sci-fi and bling than that of the Thomas Crown Affair , classy and evolved. Turn the ignition key on and a panel on the centre control slides up with the MMI screen flipping out – James Bond style. Turning the music on makes the tweeters of the very expensive and acoustically exceptional Bang & Olufsen stereo system emerge from the two extreme ends of the dashboard near the windscreen. The number of buttons are a tad too many and scattered in places. The Audi cabin , then , is as well built and as comfy as the other two cars but not quite as understated , if I may put it that way.
Verdict
The A8 is technologically as accomplished , offers as great an engine and transmission tech , looks equally or more stunning and offers as much comfort as its rivals. But the fact that this luxury limo is due for a replacement by the end of this year deters us from suggesting it as a buy. The fact should give the other two German brands a reason to worry though , as even in its current form , the Audi is a formidable opponent and the new version will be much , much more advanced.
There’s no doubt the new 7 is a phenomenal car. Powerful , refined , silent , tech laden and extremely fast – the new luxo-barge from Bavaria is an accomplished automobile in most perceptible departments , except a few. Firstly , as mentioned earlier , it still doesn’t know what it wants to prove with its appearance. ‘All-I-know-is-I-don’t-want-to-offend-anyone’ philosophy for the flagship car of world’s largest premium car manufacturer doesn’t quite work. It doesn’t for me at least. Also , ambidexterity is good in most cases. But here , when we are talking about a luxury limo , an attempt to showcase its multiple abilities spoils it a bit. I mean , we know you can do it , if only you didn’t say it , you would have looked much more gentlemanly. The BMW we reckon is the most accomplished car here , but definitely not the most stylish.
The S-class is as capable or more as any car in this segment needs to be , but it won’t whisper a word about what it can do. All the technology , the computers , the electronics and the math has been exquisitely veneered under that elegant shape , those wood inserts , those stylish brushed aluminium buttons and that classy analogue clock on the centre console. The S-class will have those with a highly evolved taste smitten at the very first look. The Mercedes-Benz , even today represents a high tech , high comfort , high style luxury limousine in its purest , unadulterated form!
More photos:
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very poor interiors should copy ferrari