The 7er is the lead car for innovation it gives the BMW customer or enthusiast the preview for what will be on their next 5er and 3er. It starts at the top and filters down the range bringing access to much used technology in a compact or even city car. The affordable luxury segment needs additional product sustainability. Its a segment that can be volatile in economic situations as people tend to downsize.
The upper segment is very much protected as customers in this market are more or less immune to such situations and would continue to purchase even in a bad economy. Additional sustainability for product will be supplied to cover all areas of the market in order to provide that particular demographic that always wants something new and far more distinctive and exclusive from current offerings. This is a segment which is growing but between 7er and the Rolls-Royce Ghost there is not a gap but a chasm.
The 9er will be our Maybach.
It will be a car that will not just offer passengers rejuvenation. It has been made clear from the VFL events across the globe since its introduction in Beijing that they want it to be a drivers car first and foremost and exclusive lounge secondary.
If we compare and contrast with the CS it was more difficult because on that concepts feedback some where unsure that such a car would be able to hold the BMW brand in such a high status. With the VFL the time passing has proved that there is a BMW customer that wants all typical BMW attributes but in a more exclusive sensual setting.
Feedback on this car has been very favourable with some wanting to leave the cheque right now.
VFL is a symbol of a changing market , sports coupes are being turned practical and SUVs are becoming more luxurious challenging the luxury sedan segment for sales. Since the introduction of the CS Concept to the Vision Future Luxury concept the 7years has been enough time to see how the market has changed and adapt accordingly.
Early sketches promise that the overall look and ambience will be retained but some of the rear details will be more conventional. The rear doors still look to be rear hinged as the CFRP fabricated module structure will be retained as it will be used for the next generation of Rolls-Royce Phantom. Sharing the structure allows for more flexibility across both BMW and Rolls-Royce and is cost effective. Although it will be a BMW , distinctive in every direction. The bridge segment to Rolls-Royce.
Vision Future Luxury is perceived as a "Vision" car which means the idea remains but progress will occur to bring it to production reality. Witness the Vision EfficientDynamics and its progress journey to the i8 or indeed the Vision ConnectedDrive which you will see later in 2015 has progressed into the upcoming jointly developed BMW-Toyota sports cars with a new philosophy to be as cutting edge , distinctive and visually appealing as the BMWi cars.
Innovation appeals to customers today and is one rule for BMW product to be driven by innovation and progress.
You just have to look at how progress has come from any car that used to 90% mechanical to today which substitutes such engineering in favour of more electric and computer software to assist the driver.
Then you have to look at the BMWi cars in which they are interesting because they are distinctive in order to sell and promote the philosophy of electric mobility. Something our competitors failed to understand when they resorted to simple and less costly electrification.
Sure S-class is most sold car in the segment ... But in total it doesn't even represent 50% of all sales in the segment. So ... more than 50% customers in this particular segment obviously prefer something else (7er, model S, A8, LS, Xj etc etc). Tastes in this segment are much more heterogeneous than you may imagine. 
