AD BMW_UK’s new all-electric i7 is both a visual and technological masterpiece. But the real moment of revolution for the brand lies within the vehicle’s creation – led by a change-driving, all-female team.
It's no secret that the automotive industry lacks gender diversity and that the electrification of cars is still seen as futuristic by many. At BMW, which has been championing equal opportunity and electric vehicle development for decades, this is the norm. With the unveiling of the BMW i7 – the new all-electric version of the 7 Series and most revolutionary electric model in the company’s arsenal – the world is shown what is possible when expertise is diversified.
Her favourite of these are the remote parking and the all-new Highway Assistant, which will be available to the US market and will allow the driver to lean back and let the car drive. “You do not have to steer; you do not have to brake; you only have to observe the traffic. It just cruises you over the highway.”
Incidentally, appealing visuals are not difficult to come by with the i7, which is a feast for the eyes, both inside and out. As head of colour and material, Baumeister led the way on this, bringing together geometry and colour to create both an impactful first look and an experience that lasts throughout the drive.
In the i7, this has manifested in a range of colour, trim and upholstery options. A buffet of interior “atmospheres” are offered in the My Modes technology, which utilises light, climate optimisation and sound to give the driver a truly personalised experience. Because, as BMW has shared before, more so than any other demographic factor, “It is character that makes the driver” – much as it is character that makes the team behind the i7 too.
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