As a devoted BMW enthusiast, owning a 2018 Bmw 740i with the M-Package alongside a 2020 Mercedes S450 has offered a unique perspective on these flagship luxury sedans. While my loyalty firmly resides with BMW, it’s crucial to provide an unbiased comparison, particularly for those considering a BMW 740i. This review dives deep into key aspects, highlighting where the BMW 740i excels and, surprisingly, where it falls short when compared to the Mercedes S450.
Interior and Dashboard Design: A Tale of Two Philosophies
Stepping into both cars, especially at night, reveals a stark contrast in interior design philosophy. The BMW 740i’s dashboard and center console, while functional and reminiscent of the BMW brand identity, feel noticeably dated and minimalist when placed next to the S450. The Mercedes S450, on the other hand, boasts a visually striking and luxurious ambiance. Its expansive screen and opulent design elements immediately command attention, creating a “wow” factor that the BMW 740i simply can’t match. The 740i’s interior, in comparison, feels subdued, lacking the same level of visual drama and modern luxury expected in a flagship vehicle. For buyers prioritizing a cutting-edge and visually impressive cabin, the S450 takes a clear lead in this aspect.
Front Seat Comfort: A Critical Disappointment in the BMW 740i
Perhaps the most significant and unexpected drawback of the BMW 740i lies in its front seat comfort. Surprisingly, numerous occupants and drivers have voiced complaints about the 740i’s front seats. The padding feels inadequate, leading to discomfort and soreness in the buttocks and thighs even on shorter journeys. This is an anomaly in my experience with BMW vehicles, and it’s a considerable letdown for a flagship sedan designed for luxury and long-distance cruising. The seats lean towards a firmer, sportier feel, which is incongruous with the intended purpose of a luxury flagship. The Mercedes S450, in stark contrast, offers front seats that are in a class of their own. They provide exceptional cushioning and support, akin to sinking into a comfortable couch rather than a car seat. This significant difference in seat comfort is a critical oversight by BMW, making the 740i less appealing for those who prioritize passenger and driver comfort, especially on extended drives. Despite numerous attempts at adjustment, the BMW 740i seats simply fail to deliver the plush comfort expected in this segment.
Ride Quality: Mercedes S450’s Edge in Comfort
In terms of ride quality, the Mercedes S450 again demonstrates a superior level of comfort and bump absorption. While the BMW 740i offers a commendable luxury ride, the S450 provides an extra layer of insulation from road imperfections and harshness. Mercedes-Benz has seemingly mastered the art of isolating passengers from road disturbances, creating a smoother and more serene driving experience. The S-Class’s ability to absorb bumps and maintain composure on uneven surfaces is noticeably better than the 7 Series. While the BMW 740i’s ride is undoubtedly luxurious, the S450 elevates ride comfort to another level, offering a clear advantage in overall smoothness and refinement.
Exterior Styling: BMW 740i Pre-LCI Falls Behind
The pre-facelift (Pre-LCI) BMW 7 Series exterior design is arguably uninspiring. Resembling an enlarged 5 Series, it lacks the distinctive presence and visual appeal expected of a flagship model. Side-by-side comparisons often reveal a preference for the Mercedes-Benz exterior styling. From certain angles, the pre-LCI 7 Series can even appear awkward. BMW’s design language for this generation of the 7 Series missed the mark in creating a truly captivating and aggressive aesthetic. Furthermore, the inclusion of the “M-Package” on a flagship luxury sedan like the 740i seems misplaced. The sporty styling cues of the M-Package feel more appropriate for BMW’s sports cars and coupes, rather than a luxury saloon where elegance and sophistication are paramount. A more refined and stately design would better suit the character of the BMW 740i.
Dakota Leather: An Incongruous Choice for a Flagship
The decision to equip the flagship BMW 7 Series with Dakota leather as standard in 2020 is questionable. For a vehicle in this price range and category, Dakota leather feels underwhelming and not befitting of a luxury flagship. Buyers in this segment expect premium materials and a higher level of tactile luxury in the cabin. The standard Dakota leather detracts from the overall premium feel of the BMW 740i’s interior and falls short of the expectations set by competitors like Mercedes-Benz, who offer more luxurious leather options even at standard trim levels.
Dashboard Color Scheme: A Missed Opportunity for Customization
BMW’s consistent choice of a black Nappa leather-covered dashboard across all models, including the 7 Series, regardless of the interior color scheme, is a perplexing design decision. This uniformity limits personalization and the opportunity to create a more cohesive and visually harmonious interior. Ideally, the dashboard trim should complement the chosen interior color, allowing for a more customized and luxurious cabin aesthetic. The same constraint applies to the steering wheel, which is also invariably black. Offering color-matched dashboards and steering wheels would significantly enhance the sense of bespoke luxury within the BMW 740i.
LCI Exterior Update: A Step in the Right Direction
The 2020 LCI (Life Cycle Impulse) BMW 7 Series exterior represents a substantial improvement over the pre-LCI version. This mid-cycle refresh addressed many of the styling criticisms leveled at the earlier model. The updated front fascia, in particular, injects a greater sense of presence and modernity into the 7 Series design. This more assertive and contemporary exterior styling should arguably have been implemented from the outset in 2016. However, while the exterior received a significant upgrade, the interior design of the 7 Series still lags behind, needing a more comprehensive revision to differentiate it more distinctly from other models in the BMW lineup and to compete effectively with the Mercedes S-Class in terms of interior opulence and innovation.
Handling Prowess: BMW 740i’s Dynamic Advantage
Where the BMW 740i truly shines is in its handling dynamics. The 7 Series exhibits superior agility and responsiveness compared to the Mercedes S-Class. For drivers who value a more engaging and driver-focused experience, the BMW 740i offers a more rewarding driving dynamic. The 740i’s chassis and suspension are tuned to deliver a greater sense of connection to the road, making it feel surprisingly nimble for its size. While the S-Class prioritizes comfort and isolation, the BMW 740i provides a more involving and sporty driving experience, a hallmark of the BMW brand.
Infotainment and Technology: iDrive’s User-Friendly Superiority
BMW’s iDrive infotainment system in the 7 Series is significantly more advanced and user-friendly than the Mercedes S-Class’s infotainment system. The iDrive interface is intuitive, responsive, and packed with features, offering a superior user experience. In terms of technology and user interface design, the BMW 740i holds a clear advantage. The system’s ease of use and comprehensive functionality make navigating menus, accessing features, and controlling vehicle settings a more seamless and enjoyable experience compared to the S-Class.
Rear Seat Experience: BMW 740i’s Spacious and Modern Ambiance
The rear seats of the BMW 7 Series, especially when equipped with the LED Panoramic Sky Lounge, offer a more spacious, modern, and inviting ambiance compared to the S-Class. The 7 Series provides ample legroom and headroom, creating a comfortable and luxurious environment for rear passengers. The Sky Lounge panoramic roof further enhances the sense of spaciousness and airiness in the cabin. The rear of the 7 Series feels more contemporary and thoughtfully designed for passenger comfort and enjoyment, surpassing the S-Class in terms of rear passenger experience.
Conclusion: Bridging the Gap for the Next Generation BMW 7 Series
Considering these points, it becomes clearer why the Mercedes S-Class often outsells the BMW 7 Series by a significant margin. While the BMW 740i boasts strengths in handling, infotainment, and rear seat ambiance, it falls short in critical areas like front seat comfort, interior design sophistication, and exterior styling (pre-LCI). To truly compete and potentially surpass the S-Class, BMW needs to address these shortcomings in the next generation 7 Series. A renewed focus on front seat comfort, a more luxurious and distinctive interior design, and a more universally appealing exterior are crucial for the BMW 7 Series to make a stronger statement in the flagship luxury sedan segment and to close the sales gap with its formidable Mercedes-Benz rival.
