As a dedicated BMW aficionado, venturing into Mercedes-Benz territory isn’t something I do lightly. However, owning both a 2018 Bmw 740i with the M-Package and a 2020 Mercedes-Benz S450 has provided a unique opportunity for a direct comparison. While my loyalty typically lies with BMW, this experience has been eye-opening, revealing some surprising contrasts between these flagship luxury sedans. Here are my detailed observations, focusing on key aspects that differentiate the BMW 740i from its Mercedes counterpart.
Interior Design and Dashboard Aesthetics
Stepping into the cabins of both cars reveals a stark difference in design philosophy. The BMW 740i’s dashboard and center console, while functional and familiar to BMW enthusiasts, feel somewhat dated and minimalistic when placed next to the S450’s opulent layout. Driving both cars at night amplifies this contrast. The Mercedes S450’s interior, with its expansive screen and ambient lighting, exudes a sense of modern luxury and makes a bold statement. In comparison, the BMW 740i’s interior, though well-built, appears more subdued and less visually striking. The design language feels consistent with other BMW models, lacking a distinct flagship identity in terms of interior flamboyance.
Seat Comfort: A Critical Disadvantage for the BMW 740i
Perhaps the most significant and unexpected drawback of the BMW 740i lies in its front seats. Surprisingly, numerous occupants and drivers who have experienced the car have voiced complaints about the front seat comfort. The padding seems inadequate, leading to discomfort and soreness in the buttocks and thighs, even on shorter journeys. This is an anomaly compared to previous BMW experiences, where seat comfort has generally been a strong point. The 740i’s seats lean towards a firmer, sportier feel, which seems misaligned with the expectations of a flagship luxury sedan designed for comfort and long-distance cruising. The LCI (Life Cycle Impulse) update of the 7 Series unfortunately retains the same seat design and comfort issues.
In stark contrast, the front seats of the Mercedes S450 are in a different class altogether. They offer a plush, couch-like comfort that redefines seat luxury in this segment. This difference in seat design and padding is a notable misstep for BMW, particularly in a vehicle intended to compete in the flagship luxury category where passenger comfort is paramount. A direct comparison of the seats in both vehicles immediately highlights this disparity.
Ride Quality and Road Harshness Absorption
As anticipated, the Mercedes-Benz S450 excels in ride comfort and its ability to isolate occupants from road imperfections. The S-Class possesses an exceptional level of insulation from road harshness, a characteristic that remains unmatched by many automakers. While the BMW 740i provides a luxurious ride experience, the S450 elevates comfort to another level, demonstrating a clear advantage in absorbing bumps and delivering a supremely smooth ride. The difference, while perhaps subtle in isolation, becomes apparent when comparing the two back-to-back.
Exterior Styling: Subjectivity and the M-Package on a Luxury Sedan
The pre-LCI BMW 7 Series exterior design can be described as understated and, to some, uninspiring. Resembling a larger 5 Series, it lacks a distinct visual identity that immediately sets it apart as a flagship model. When placed beside the Mercedes S450, many observers tend to favor the more imposing and elegant exterior of the Benz. From certain angles, the pre-LCI 7 Series design can even appear awkward. BMW’s design direction for this generation of the 7 Series has been a point of contention for some enthusiasts.
Furthermore, the inclusion of the M-Package on a flagship luxury sedan like the 740i raises questions about its appropriateness. While the M-Package enhances the sporty aesthetics, it may seem somewhat incongruous with the intended purpose of a luxury saloon. The M-Package styling cues are arguably better suited to BMW’s sports cars and coupes, rather than a flagship luxury model where elegance and refinement are typically prioritized. The black exterior color on the pre-LCI 7 Series, in particular, can accentuate the less flattering aspects of its design.
Material Choices: Dakota Leather and Nappa Leather Dash
The choice of Dakota Leather as standard in a flagship 7 Series model feels underwhelming, especially considering the expectations of luxury car buyers in 2020. In this segment, premium materials are not just expected, but are a defining characteristic of the luxury experience.
Another detail, though seemingly minor, that stands out is BMW’s consistent use of a black Nappa leather-covered dashboard across its entire range, including the 7 Series flagship, regardless of the chosen interior color. This design decision can feel restrictive and less personalized. Offering a dashboard upholstered in the same color as the interior would provide a more cohesive and luxurious cabin ambiance. The same applies to the steering wheel, which is also consistently black.
LCI Update and Interior Refresh Needs
The 2020 LCI BMW 7 Series exterior represents a significant improvement over the pre-LCI version. The updated design rectifies many of the criticisms leveled at the earlier model. However, the interior design of the 7 Series is in need of a more substantial revision to differentiate it more clearly from other models in the BMW lineup. A more distinctive and luxurious interior would strengthen the 7 Series’ position in the flagship segment.
Handling and Infotainment Advantages for the BMW 740i
Despite the aforementioned points, the BMW 740i retains key BMW strengths. Its handling capabilities surpass those of the Mercedes S-Class, offering a more engaging and dynamic driving experience. Additionally, the BMW’s iDrive infotainment system is notably more advanced and user-friendly compared to the S-Class system. The technology interface and overall user interaction are areas where the 7 Series holds a clear advantage.
Rear Seat Experience: Space and Ambiance
In the rear cabin, the BMW 7 Series, especially when equipped with the LED Panoramic Sky Lounge, offers a superior experience in terms of space, ambiance, and ambient lighting. The rear of the 7 Series feels more spacious and modern, providing a comfortable and luxurious environment for rear passengers, arguably surpassing the S-Class in this aspect.
Conclusion: Understanding Market Dynamics and Future Expectations
Considering these points, it becomes clearer why the Mercedes-Benz S-Class outsells the BMW 7 Series by a significant margin. BMW needs to address the identified shortcomings, particularly in seat comfort and interior design, to enhance the 7 Series’ competitiveness. The next generation BMW 7 Series needs to make a bold statement, further differentiate itself from the rest of the BMW range, and elevate the aspects where it currently lags behind the S-Class to truly challenge for segment leadership. This comparison underscores the importance of continuous improvement and adaptation in the highly competitive luxury sedan market.
