The BMW 7-series has never quite enjoyed the same clout as the Mercedes S-class, but the latest G70 generation is here to make sure that the world doesn't forget that it still serves as the Roundel's flagship model. The 2023 7-series introduces a new design language for the brand with a distinctive front end and is chock full of new features including a movie-theater-style screen and a hands-free highway driver-assistance feature. It is also part of BMW's expanding lineup of electric models, as the lineup now includes an EV version called the i7 that shares its body and interior with the gas-powered sedan but swaps in a large battery pack and electric motors.

BMW says it is simplifying the sedan's powertrain combinations to reduce ordering complexity, but U.S. customers will still have several choices. There are inline-six and V-8 gas engines, plus the electric i7, covered separately, and a plug-in hybrid called the 750e. The base model is the 740i, which has a 375-hp turbocharged 3.0-liter inline-six and rear-wheel drive, while the V-8 7-series is now called the 760i and comes only with xDrive all-wheel drive. Its twin-turbocharged V-8 engine has the same 4.4-liter displacement as the previous 750i (the model designation numbers haven't meant anything real for a while now) but the engine comes with other upgrades to produce 536 horsepower, 13 hp more than before.

Both gas engines have 48-volt hybrid systems. BMW hasn't released details about the 750e plug-in hybrid other than the fact that it will make 483 horsepower. BMW also says there will be an M-badged 7-series coming later, though not a full-fledged M7, with over 600 horsepower. The twin-turbo V-12, previously available in the M760i, is gone.

The interior takes a major step forward in design, adopting a similar look as the iX electric SUV and using plenty of exotic materials including open-pore wood and available cashmere. The 7-series' cabin also integrates an absurd amount of technology features within its numerous display screens and tablet control interfaces for both front- and rear-seat passengers. It's also available with power-opening doors—a Rolls-Royce level of creature comfort. A hedonistic rear-seat package, as is de rigueur in this segment, includes a recliner-style chair on the passenger's side with an extendable footrest. The optional BMW Theater Screen measures a massive 31.0 inches and extends down from the roof to offer rear passengers a more immersive viewing experience.

It's no surprise that BMW is talking up the 7-series driving dynamics and highlighting chassis features including air springs and rear-wheel steering, but our earlier prototype drive didn’t reveal it to be significantly more athletic than its cushy predecessor. Of course, that’s no demerit in the flagship luxury sedan segment, as buyers in this arena likely appreciate plush ride quality and quietness above all and would look elsewhere if they desired more of a corner-carver. Plus, you won't have to steer the 7-series at all if you opt for the Driving Assistance Professional package that includes a hands-free function that now works at up to 80 mph, provided you're on a highway and keep your eyes on the road.

The 7-series will go on sale in the U.S. in November, with prices starting at $94,295 for the 740i and $114,595 for the 760i xDrive. The i7 is more expensive than both, starting at $120,295. But it is worth noting that BMW significantly undercuts Mercedes' pricing, as the six-cylinder S-class has a base price of $112,150 and the V-8 starts at $118,750. We look forward to finding out if you get what you pay for, or if the new 7-series can stick it to its chief rival this time around.

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