BMW Series 7
There is an article on detnews.com about how even BMW has to be careful and take less risks these days. The auto industry is down across the board, even for the big guns like BMW. The new BMW Series 7 sedan is a redesigned model that has a more traditional appearance than the radically, restyled Series 7 that was introduced in 2001(www.automotive.com/2001/09/bmw/7-series/index.html). There were many complaints about this model because the technology in the car overwhelmed many drivers. In 2001, the car was the most advanced at the time, and many people had a hard time adjusting to the technology.
The new BMW 7 Series is elegant and very technological but the technology is discreet, so the customer does not have to worry about feeling overwhelmed. Some of the new features on this Series 7 are a night-vision system that penetrates dark landscapes with advanced infra-red technology, and an eight-cylinder engine with twin turbochargers that uses less fuel to give you 40 more horsepower to 400 than the current V-8. If you are going to spend $70,000 on a car, you want the best technology but some especially in the U.S. do not want to be ostentatious in this “climate of economic uncertainty and environmental degradation.” The problem that BMW faces is that the Series 7 model was designed for the older drivers that are the customer base in the U.S., but they are also trying to have their series interest the younger drivers in China. Some people in Germany have stated that they think this series is “too sedate.” It’s hard to please everyone, and from the look and specs of this car, I think I’d like it with the advanced technology and special features. Maybe someday……