The new 2016 BMW 7 Series is ready to tackle Mercedes-Benz and Audi head on in one of the most tightly contested segments on the market. Falling behind in sales compared to the S-Class, the revived 7 Series is aiming to dethrone the S-Class and take the segment crown for itself. And BMW has given the new G11/G12 all the tools do so — from a weight loss and advanced tech features to a fresh and dynamic design.

When it comes to exterior design, the two limousines take a different approach. BMW continues to emphasize the driving dynamics through its design, while Mercedes goes for the massive and luxurious look that you often see on Bentleys and Rolls Royces. The front-end of the two cars cannot be any more different; S-Class’ grille takes over the entire fascia compared with BMW’s s0fter approach to the front design.


The rear end design follows the same philosophy: massive for the Benz, sportier-looking for the bimmer. BMW’s 7 Series design stretches horizontally while the S-Class stands out with its vertical approach and lots of lines.


The interior is where the 7 Series shines, being as opulent and luxurious as possible. With a lovely array of leather, wood and aluminum, the new 7 Series’ interior has a bright, comfortable and airy feel to it. The cabin tech and premium design is now more obvious than ever and it not only fares well against the S-Class, but it seems to be years ahead of any current BMW cabins. Much like the S Class, the gauge cluster has been replaced with a 12.3” screen, displaying different gauges while in different Driving Modes.

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As seen in those image comparisons, the choice between the two high-end sedans is tougher than ever. Customers will likely to have a harder time picking one over the other; the S Class, in typical Mercedes-Benz fashion, relies more on its luxury car roots, while the 7 Series is more about advanced technology and has a more modern feel.