IMPRESSED or DEPRESSED? Has BMW's Refresh Of The 2020 7-Series RUINED It?

Today, BMW released news about its refreshed 2020 7-Series model. Being in the large luxury sedan class isn't quite easy.

That's mostly because these vehicles have a higher barrier of entry, so, they're not exactly sold in volume. While the current-gen, pre-refresh vehicle was already getting plenty of negative attention for having a rather lackluster exterior, the latest design is taking it to a new level in all of the wrong places.

CES Detroit Auto Show Photo Gallery

First, the iconic front kidney grilles. They went from large and in charge to now what appears to be a cartoonish growth. Simply put, from the studio photos we see, the 7-Series looks downright silly. It's not boasting presence as much as it makes the observer say "Ew."

Second, the "hockey sticks," in the side profile that originally served to detract from the air curtain vents in the front fenders has become larger and more rigid. In other words, this design feature is now more prominent and highlighted with chrome. This may be one of the worst integrations of a vent into a design I've seen in some time.

Third, what is up with all the additional use of chrome? Around the exhaust finishers, along the trunklid, the "hockey sticks," embedded in the front valence and added to the side view mirrors, this looks like a cheap attempt at "luxury" rather than a thoughtful touch.

Fourth, the interior. Although it is largely carryover, BMW's design team has decided with the 2020 refresh to add more decorative stitching to armrests. Listen, the seats already had enough and now it appears BMW has taken the Mercedes-Benz S-Class' approach of more stitching equates to "luxury." In fact, it results in the opposite look and feel.

All in, I think the net result of the refreshed 2020 7-Series is that they took what was a sedan having difficulty standing out from the pack and drove it into the ground with poor decision making on design updates. Changes that should have been geared to enhance the 7'er have turned it into a bit of a ghoul.

What buyer says "I'll take the ungainly one!"

Though I've made my opinion clear, I've got to ask: Are you IMPRESSED or DEPRESSED with the refresh of the 2020 BMW 7-Series?


CES Detroit Auto Show Photo Gallery

edwardfrancis - 1/17/2019 1:34:20 AM

+7 Boost

It sucks. Are they trying to outdo Toyota/Lexus in terms of grill size? BMW has been about understatement. Who the hell is in charge at BMW?!?!

bmw7er - 1/17/2019 1:35:00 AM

+6 Boost

I own an M760. It's a great car. I wish it looked like the 7 Series concept car from a few years ago. Instead, it looks like a 3 Series. But, at least it doesn't look like the 2019 ridiculous early April Fool's joke I see in this article. Certainly, BMW is playing a joke on us, right? Hehe? Haha? Punked?

cidflekken - 1/17/2019 2:04:56 AM

+3 Boost

I think it’s a good update. BMW need to step out of its conservative, stoic mode and be a bit more adventurous and expressive. The buttoned-up look worked for years but buyers want more these days. The updates are nicely done and aren’t garish. That being said, I do feel makers like Audi and BMW have run out of design ideas. And Lexus has too many. Mercedes seems to be the only ones right now coming up with fairly fresh, fairly original, and effective designs.

xjug1987a - 1/17/2019 8:16:31 AM

-1 Boost

I agree completely. While it’s not revolutionary and simply evolutionary it definitely says “more” and “luxury”. While the interior is a bit over the top it leaves no doubt the is much $ spent to make it luxurious.

Such a shame Cadillac simply refuses to complete... pathetic cowards.

xjug1987a - 1/17/2019 8:16:32 AM

-1 Boost

I agree completely. While it’s not revolutionary and simply evolutionary it definitely says “more” and “luxury”. While the interior is a bit over the top it leaves no doubt the is much $ spent to make it luxurious.

Such a shame Cadillac simply refuses to complete... pathetic cowards.

xjug1987a - 1/17/2019 8:16:32 AM

-1 Boost

I agree completely. While it’s not revolutionary and simply evolutionary it definitely says “more” and “luxury”. While the interior is a bit over the top it leaves no doubt the is much $ spent to make it luxurious.

Such a shame Cadillac simply refuses to complete... pathetic cowards.

xjug1987a - 1/17/2019 8:17:23 AM

+3 Boost

Oops, sorry

Section_31_JTK - 1/17/2019 3:09:06 AM

+5 Boost

BMW is apparently trying to challenge Lexus for the UGLY Grill Award.

johanjfl - 1/17/2019 4:24:12 AM

+2 Boost

Finally the 7 series has a presence! This is a fantastic update and now the 7 is right up there with the S class. From mundane to headturning.

GermanNut - 1/17/2019 10:49:29 AM

+4 Boost

The 7-Series sales will still pale in comparison to the S-class because at the end of the day no matter how much "presence" this new 7-Series has, it's delivering a sport first luxury second philosophy to a segment that clearly prioritizes luxury over sport.

xjug1987a - 1/17/2019 11:05:23 AM

0 Boost

Yes Bangle outsold other 7 Series, I cant imagine how, they were unique but hideous. I certainly admire the creative spirit but why not create "gorgeous".

While I wouldn't call the S Class gorgeous it is a fantastic car with a star on the grille. Mercedes clearly is serious about their flagship and will likely never relinquish its role as "the" luxury car to buy, globally. Everyone else is batting cleanup...

mre30 - 1/17/2019 7:18:00 AM

-3 Boost

I think its great - this is one of those restylings that will grow on you after its been out there for a while.

Everyone complains that all BMW's look like the 3-series, well this is how BMW choose to differentiate the premium lines from the plebian lines.

Looks great - inside and out.

The over-abundance of quilting on the interior is sort of funny though.

ProfSlim - 1/17/2019 7:19:30 AM

+5 Boost

I've owned three 7s and this latest iteration makes me sad... the grille, NO...the diamond stitch, NO (leave diamond stitching up to the guys that know how to do it with class, see Bentley, Ferrari, etc.)...the side vent/hockey stick, NO, it's stance, NO, the cockpit, NO, the touchscreen, NO... ugh...

I guess the only aspect of the vehicle I'm "ok" with is the rear-end...

Dexter1 - 1/17/2019 7:22:07 AM

+5 Boost

I think BMW will soon be quilting the OUTSIDE of their cars in a desperate attempt get noticed. Very sad.

MDarringer - 1/17/2019 8:12:00 AM

+2 Boost

The 7 Series was a snoozer for looks and now the microscopic changes make it an awkward looking snoozer. It will continue to fail against the S Class.

Given how dull and unremarkable the 7 Series and A8 are versus the S Class, it's almost as if the better alternatives to the S Class are the LS and the G90. In other words, if you're not buying an S Class, there really isn't a reason to waste money on BMW/Audi price demands.

Truthy - 1/17/2019 8:37:17 AM

-1 Boost

It is challenging to stand out in this market. Everyone complained about Bangle's designs, but it got noticed and sales increased. (By the way, the designers present ideas/proposals, senior management approves them).

GermanNut - 1/17/2019 10:51:51 AM

+1 Boost

The Bangle-era 7-Series was still outsold by the S-Class by a huge margin globally and in the U.S. Not sure wy BMW thinks a bold exterior will change things.

BMW needs to fundamentally change its approach to the 7-Series if it wants to outsell the S-Class. BMW needs to provide a luxury first approach and if it refuses, it should accept second place to the S-Class.

OneOfOne - 1/17/2019 9:34:47 AM

+2 Boost

its a big long sedan. exactly what people are abandoning for large crossovers. or are you not aware of the X7?

wilfred - 1/17/2019 9:48:31 AM

+3 Boost

I actually like the over oversized grills, reminds me of a RAM truck.

As others have stated on the diamond stitching, too much. And they are a PIA to clean especially on the light interior colors.

vdiv - 1/17/2019 10:34:27 AM

+3 Boost

Chris Bangle is laughing out loud in a bar somewhere.

MDarringer - 1/17/2019 7:25:37 PM

+1 Boost

Bangle isn't better.

GermanNut - 1/17/2019 10:47:35 AM

+2 Boost

Forget about the looks, the new BMW 7-series still doesn't offer what buyers in this segment want - which is a plush and comfy car that focuses on luxury first. It doesn't help that BMW's exterior designs are little changed from one generation to the next so 99% of people can't even tell a 10-year old 7-Series from a brand new one.

The 3.9 second 0-60mph time might be best in class, but buyers in this class don't want the fastest car - they want the most comfortable car. This is why the S-Class continues to outsell the 7-Series by a huge margin. Sure, there are AMG S-Class buyers but they are a small segment of overall S-Class buyers.

I'm not sure why BMW continues to rely on its Ultimate Driving Machine ethos for a class that clearly places a higher value on luxury over sport.

Sure, the Bangle-era 7-Series might have sold more than any other 7-Series in industry, but it was still outsold by a wide margin by the Mercedes-Benz S-Class.

222max - 1/17/2019 11:58:06 AM

+5 Boost

The kidney grille has officially become self-parody.

NewQ - 1/17/2019 12:37:38 PM

+2 Boost

Overall I'm in favor of the changes. It looks more imposing and peasant-crushing than before. I used to make the observation whenever I saw a 7 coming down the road that it looked demure, compared to the S-Class which has a greater presence and signals wealth.

I think the new changes mitigate that, and bring the look closer in line to some of the Rolls-Royce design cues that make the Phantom look so imperious.

The 7 has returned to the top of my list when my current lease is up this summer. I considered many options:

The Audi A8 - Was a brilliant car, with a better ride, but they only offer the V6 right now and 60 in 5.7 is way too slow.

The S-Class - Also a great car. They've improved the handling, but it's still not as good as the 7. And, it feels more old world inside, like I've retired. Certainly luxurious, but not a dynamic or modern feel.

The Jaguar XJ - Way way too old to be competitive

The Bentley Flying Spur - Technology is far too outdated

The Porsche Panamera - Too sporty/cockpit-y for me, plus charging way more money for the same features and quality

The Lexus LS - Very impressed. Currently the other option I'm seriously considering. It's very unique, different, and Japanese in a sea of European competition.

The updates to the 7 give the car the presence it was lacking, and goes a long way to putting it back on top for me.

carsnyc - 1/17/2019 7:39:25 PM

+1 Boost

NewQ, perfect summary. Thank you!

skytop - 1/17/2019 12:54:14 PM

+6 Boost

The new 7 series simply looks exceedingly uninteresting and unexciting. Same old, same dated old look.

dlin - 1/17/2019 1:44:08 PM

+2 Boost

I don't mind the grille getting larger... if horizontally, not vertically. This one looks like a transplant from X7. It may be fine for a SUV, but certainly looks clunky on a sedan

The new 7 reminds me of E38 7, which is a good thing. Maybe designer could draw some inspiration from those vintage models

Yonder7 - 1/17/2019 1:47:15 PM

0 Boost

NewQ: I respect your opinion but definitely if you like the new 7 and the LS, is because that is your taste , you like those weird grills ...but that does not means is popular. In paper you will see the S class as the leader a least till BMW get a good designer..

NewQ - 1/17/2019 3:50:58 PM

+1 Boost

All of those cars, with the exception of the Panamera, have massive grills.

The 7 series was the outlier, until this one came along.

bperlownps - 1/17/2019 3:40:54 PM

+3 Boost

So is this a new ugly Buick?

Lovesponge76 - 1/17/2019 4:29:21 PM

+4 Boost

hey its the new Lincoln Continental...BMW how the mighty have fallen. Hope you understand that not every BMW has to be made to appeal to the masses. Know your demographic or target another group.

I have a MS in Market Research I can help.

MDarringer - 1/17/2019 7:25:58 PM

0 Boost

I find the Continental more compelling.

2ndbimmer - 1/19/2019 10:16:09 AM

0 Boost

Took me a bit, but it is growing on me and I like it.

mini22 - 1/20/2019 4:37:32 PM

+1 Boost

To me it looks like a subtle evolution except for the front end where BMW has adopted the "Sammy the Schnozz" motive for the grill. Also for what ever reason BMW seems incapable of properly designing a luxury looking dashboard. Everybody else Porsche, Mercedes, Audi, Volvo Lexus etc. seem get the aesthetics right but BMW seems to struggle with this. Its even more strange due to the fact that they own Rolls Royce