BMW has moved the goal posts, pushed back the fences and raised the basket in the luxury-car game. Just when
Mercedes-Benz,
Jaguar,
Audi,
Cadillac and
Lincoln thought they had a handle on what a luxury car should be,
BMW introduces a new model from the 7-Series line, the 740i, and it's rethink time for the competition.
Not too surprising. BMW has been downright ferocious in the development and introduction of new models the past few years. There have been new 3- and 8-Series models, coupes and convertibles added to the 3-Series, a 5-Series Touring (wagon) was introduced, V8 engines appeared in the 5- and 7-Series, the succulent M3 came on the scene, and so on.
And the public has responded to these actions: BMW of North America Inc. reported its 1994 sales figures at more than 77,000 units through November 1994.
We believe the all new 740i will be another showroom success. Cars this good do not go unnoticed. Our model, with a number of standard goodies and no optional equipment, came in at $58,370, and proved to us to be worth every single sawbuck.
Although the all new 740i looks undeniably like the old 7-Series
BMW, it is actually quite different - though the details are subtle - from its predecessor. The nose is lower, flatter and definitely more aggressive looking. The "quad" headlights under glass and smaller kidney grille give the front of the 740i a cleaner, more aerodynamic look.
The low-beam lights are surrounded by ring reflectors that make them appear larger. It is an interesting look that results in increased visibility because high beams now throw out a "free form" pattern that does not overlap with the low beams.
The new car is about one inch taller than the old 7-Series for marginally better headroom, though the difference isn't really noticeable. Similarly, the 740i is three inches longer, but does not look it. For more size, look at the longer wheelbase 740iL model or V12-powered 750iL.
The tail has been massaged with new taillights, and the trunk liftover has been lowered for easier loading. The careful observer, upon completing a walkaround inspection of the car, will notice a very unusual omission: no lock on the passenger door for security reasons.
You can not design a car without a wind tunnel these days, and the 740i's time in one resulted in a more aerodynamic body with reduced drag. For those who keep track of such things, the coefficient of drag dropped from 0.34 to 0.31. From an engineering viewpoint, that's a significant improvement.
Now, this almost-manic attention to drag among today's designers is certainly an effort to improve fuel economy, which, granted, is not a big concern for a 740i owner. However, reduced drag also means less wind noise, and a quiet interior is on everybody's list of favorites. In addition, the windshield pillars and mirrors were redesigned, a new door sealing system developed and thicker glass inserted to contribute to reduction of wind noise.
The 740i is powered by a 282-hp, 32-valve, 4.0-liter V8 coupled with a 5-speed automatic transmission with Adaptive Transmission Control (ATC). This feature automatically selects the greatest gear as determined by the way the car is being driven (sedately or aggressively), road conditions and specific driving situations.
ATC deals with three modes: economy, sport and winter. In economy and sport, shift points are adjusted to conserve fuel or improve acceleration. If wheel slip is detected, the winter mode is selected to block out first gear, prevent double-downshifts, cause upshifts to occur early and reduce the overall amount of shifting.
The All Season Traction (optional on the 740i and 740iL, standard on the 750iL) reduces engine power and applies the brakes when wheel spin is detected.
