The two main competitors BMW and Mercedes-Benz approached the creation of flagship electric vehicles in completely different ways. If the battery EQS has nothing to do with the S-class either in terms of design or architectural solutions, the design of the new i7 almost completely copies the appearance of the classic “seven”. In addition, both models are built on a single platform. Why this happened, said the head of the design department of the Bavarian brand Adrian van Hooydonk.

According to the chief designer of BMW, the company deliberately made the electric and classic “seven” similar. This solution allowed to combine luxury and electricity in one car. Otherwise, buyers will have to make a choice between modern technology and comfort.

Similarly, designers have already acted when they launched the battery iX3 on the market, with the exception of a few details that repeat the style of the X3. In addition, i4 and 4-series Gran Coupe are executed in a single image.

However, BMW emphasizes that not all models will be covered by the new corporate identity shown on the seven. For example, the new 5 series will not have narrow LED daytime running lights, and other cars will not have the same huge radiator grilles. Adriaan van Hooydonk added that all cars of the brand must match the nature of specific customers, because there are different buyers in each market segment.

In mid-May, a former designer of the company expressed his opinion about the exterior of the new BMW 7 Series and i7. Frank Stephenson criticized the novelties for the huge radiator grilles.

Source: BMW Blog