BMW quietly slashes 7 Series pricing

BY JUSTIN HILLIARD | 4th Sep 2018

BMW Group Australia has quietly introduced significantly revised pricing for its 7 Series flagship sedan, with the cost of all variants reduced by up to $49,629 due to dealer and customer feedback.

Three 7 Series variants now sneak under the $200,000 barrier, with the 730d opening the line-up from $195,900 before on-road costs, while the 740e and 740i are identically priced, at $198,900. As such, the trio is $31,000 cheaper than before.

Further upstream, the 750i is $28,629 more affordable, at $269,900, while the 740Li and 750Li command a $30,000 (up $13,000) and $25,000 (up $5190) premium respectively over their short-wheelbase counterparts.

The M760Li continues to assume flagship responsibilities in the 7 Series range but now starts from $374,900 – a whopping $49,629 reduction over its previous sticker price.

This repricing means the 7 Series is better positioned to compete with the recently-introduced next-generation Audi A8 and Lexus LS, which kick off at $192,000 and $190,129 respectively.

It also brings the 7 Series closer to its traditional rival, the Mercedes-Benz S-Class, which ranges in price from $195,900 (S350d) to $374,630 (AMG S63 L) for comparable variants.

Speaking to GoAuto, BMW Group Australia product communications manager Adam Davis explained that dealers and customers prompted the move to reposition the 7 Series.

“As ever, during a product’s model cycle we remain responsive to dealer and customer feedback and look to manage vehicle specification and pricing position accordingly,” he said.

Specification for each variant remains the same as before, meaning a 3.0-litre turbocharged six-cylinder engine still powers the diesel 730d (195kW/620Nm) and petrol 740i and 740Li (240kW/450Nm).

Alternatively, the petrol-electric 740e plug-in hybrid pairs a 190kW/400Nm 2.0-litre turbo-petrol four-cylinder unit with an 83kW/250Nm electric motor for a combined power output of 240kW.

Meanwhile, the petrol 750i and 750Li employ a 330kW/650Nm 4.4-litre twin-turbo V8, while the petrol M760Li asserts its range-topping status with its 448kW/800Nm 6.6-litre twin-turbo V12.

However, it remains to be seen how long the new 7 Series pricing will persist as the Bavarian car-maker is expected to reveal a mid-life facelift (or Life Cycle Impulse in BMW speak) for the model in the next six months. A larger double-kidney front grille and a revised interior are said to debut.

Sales of the 7 Series have taken a slight hit this year, with 96 examples sold to the end of July – an 8.6 per cent drop over the 105 deliveries made during the same period in 2017.

The 7 Series is currently placed second in the $100,000-plus upper-large-car segment this year, trailing the S-Class (178 units) but ahead of the Porsche Panamera (82) and its 6 Series GT sibling (67) as well as the LS (58) and Maserati Quattroporte (29).

2018 BMW 7 Series pricing*