This 7er has the potential to reverse its image as an inferior car to the S-class (I won't say everybody agrees, but most due). The reason is because it is actually very technologically inferior, it is very clear. It is not like everybody is an S-class fanboy just bashing the 7er for no reason, but it is unfortunately the reality. BMW cannot afford to half-arse this car, they need to have the attitude that they will gain back the market share at any cost. They need to revolutionize the driving characteristics of a full-size luxury sedan and defy the laws of physics while maintaining one of the smoothest rides at the same time. I say this because they have always portrayed the 7 as a sporty alternative, and if that is their goal, they need to pioneer that side just like Mercedes has pioneered the comfort side.
It will take a very high level of dedication, but that should be their ultimate goal, offering a unique, extremely sporty yet extremely comfortable solution to this segment while making significant technological advancements that are unique to the 7er, which don't seem like desperate attempts to capture the attention of buyers.
BMW has proven that they are capable of some very impressive cars. They need to get rid of the attitude that they are producing a bigger 5 series just for the sake of having another car to compete in this segment, and they need to combine all of their talents and produce a 7er that will be one of the biggest successes ever, if conducted and thought about properly.