BMW Group Romania press release, 13 September 2026 — republished for Carboratory readers.
The new BMW 7 Series debuts in Romania under “HiFi Tech Magic”, in an event created with Audio Monkey
BMW’s luxury saloon is presented as combining design, extensive personalisation and Neue Klasse technologies with high-fidelity sound.
Bucharest. The new BMW 7 Series, which BMW Group describes as the most extensive and complex model update it has ever carried out, was presented to the Romanian press under the heading “HiFi Tech Magic”, at an event organised with the audio-video showroom Audio Monkey. The concept set two worlds in dialogue around the same promise: recent technology, craft-level personalisation and sensory experiences.
BMW presents its most successful luxury saloon as defined equally by personalisation options, design and refined technologies. As the brand’s flagship, the new BMW 7 Series opens the integration of Neue Klasse technologies into the existing range and marks the start of a technology transfer that future BMW cars are intended to benefit from.
Four decades of innovation
Since its 1977 debut, the BMW 7 Series has been a technological pioneer in the industry. The second generation, BMW E32, brought the V12 engine back to the German saloon segment after a pause of almost half a century. BMW Hydrogen 7 demonstrated as early as the 2000s the potential of hydrogen propulsion in a limited-series luxury car. The 7 Series also introduced integrated navigation systems in Europe and, in 2001, BMW iDrive — the concept that simplified interaction with the car through a central screen and a dedicated controller. More recently, BMW Theatre Screen has turned the rear seats into a private cinema.
The 7 Series’s cultural profile was also amplified by film appearances, from “Tomorrow Never Dies”, with Pierce Brosnan, to “The Transporter”, with Jason Statham, and the BMW Films short series “The Hire”, with Clive Owen.
HiFi Tech Magic: technology as an experience
In the Audio Monkey space, hi-fi demonstrations, high-fidelity listening sessions, projections in the personal cinema and the possibilities of personalising materials and finishes for premium audio systems created a parallel with the experience BMW attributes to the new 7 Series. Quality is described as perceived through sound, light, textures and attention to each detail, not only through specifications.
Another attraction of the presentation was Occhio lighting systems. The same brand signs the lighting concept of the restaurant THE CLOUD by Käfer at BMW Welt, where light completes the architecture and the culinary experience. At the Bucharest event, this approach underlined the role of light as an atmosphere and design element — an idea also present in the welcome and farewell lighting sequences of the new BMW 7 Series.
Design and personalisation: world premiere of BMW Individual Dual-Finish
The 7 Series has a historical link with personalisation: the BMW Individual programme was inaugurated in 1992 through a project created for Karl Lagerfeld. Today, customers of the new model can choose from more than 500 exterior colours and combinations, about 130 BMW Individual shades, 12 upholstery variants and around 700 cabin configurations.
BMW Individual Dual-Finish is presented as a world premiere. The process combines a matt finish on the lower body with a metallic finish, applied by hand, on the upper part. The hand-drawn separation line completes a discreet, elegant appearance, and the transition between the two types of paint remains almost imperceptible, according to BMW.
Developed over two and a half years and available exclusively for the BMW 7 Series Sedan, Dual-Finish technology is carried out at the BMW Group plant in Dingolfing. More than 20 specially trained specialists intervene by hand in the 12 stages of the process, and each car spends more than 75 hours in the paint shop — almost six times longer than a conventional finish.
The cars shown illustrate this expanded palette: BMW Individual Dual-Finish Frozen Tanzanite Blue III metallic with Tanzanite Blue II metallic, as well as BMW Maldives Blue II metallic, demonstrate how the finish can change the character of the saloon, BMW says.
The new interpretation of BMW’s design language for the luxury class brings monolithic forms, clean surfaces, a redesigned BMW Iconic Glow grille and headlights with BMW Individual Iconic Glow crystals. Larger BMW emblems with a matt finish are integrated like jewellery into the composition of the surfaces.
Light, image and sound: a digital lounge in motion
A choreography of lights and projections greets passengers as they approach the car, with RELAXED, BALANCED or EXCITED animations. Ceremonial Light Carpet uses more than 194,000 LED pixels integrated in the sills to project a dynamic light graphic on the ground, adapted to the selected mode.
Inside, BMW Panoramic iDrive integrates BMW Passenger Screen for the first time, and BMW Theatre Screen, with a 31.3-inch diagonal and 8K resolution, turns the rear compartment into an exclusive cinema. The integrated camera facilitates Zoom video calls, HDMI connection allows the screen to be used as an extended monitor for a laptop, for example, and Dolby Atmos support (optional with Bowers & Wilkins Diamond Surround Sound) increases the sense of immersion.
The Bowers & Wilkins Surround Sound system is standard, with up to 18 speakers and up to 655 W. Optionally, Bowers & Wilkins Diamond Surround Sound offers up to 36 speakers and 1,965 W, surround speakers integrated in the headrests and a 4D audio function, which uses exciters in the seatbacks for a more intense perception of low frequencies.
Neue Klasse technologies reach the luxury segment
The new BMW 7 Series is the first model outside the Neue Klasse range to adopt the new generation’s technology package. The electrical and electronic architecture is organised in four zones, reduces wiring mass by about 30% and shortens total cable length by about 600 metres. Intelligent digital fuses allow efficient energy distribution according to the car’s state.
The high-performance computing unit for assisted driving, developed for Neue Klasse, responds not only to information collected by sensors but also to the driver’s actions. The result, BMW says, is a more natural collaboration between driver and assistance systems, supported by a software architecture prepared for future developments and updates.
BMW Panoramic iDrive brings new functions, including “Routines”, through which the user can programme automations triggered by preset parameters. YouTube Music is available for the first time in a BMW model, the BMW M App offers an extended selection of BMW M and Motorsport content, such as the legendary BMW Motorsport documentary “Adrenaline”, and widgets for BMW Panoramic Vision include BMW Art Car models and new options for the media player.
More efficient electrification and production
The new high-voltage battery with sixth-generation cylindrical cells increases BMW i7 range to more than 720 kilometres, depending on version. Cell production and active materials for anode and cathode use exclusively energy from renewable sources, and the integration of secondary raw materials reduces the CO₂e footprint of the Gen6 cell supply chain by about 33% versus the previous generation.
BMW Gen6 cylindrical battery cells come in a special implementation for the BMW 7 Series platform, prepared and produced together with Rimac Technology.
All versions of the new BMW 7 Series are produced at the BMW Group plant in Dingolfing. The site uses exclusively external electricity from renewable sources, supported by a photovoltaic system of about 100,000 m² and a biomass plant for partial supply of heat from renewable sources.
About Audio Monkey
Audio Monkey is a showroom dedicated to high-fidelity sound and home cinema experiences, fitted with a dedicated cinema room, acoustically decoupled to prevent sound transmission outside. Visitors can listen to and test speakers, amplifiers, turntables, streaming systems, premium headphones, televisions and projectors from reference brands. The collaboration between BMW Group Romania and Audio Monkey brings together precision automotive engineering and the art of faithful sound reproduction.
Through “HiFi Tech Magic”, the new BMW 7 Series is presented not only as a luxury saloon but as a personal space in which design, technology, light and sound create a coherent, refined and highly individual experience.
Audio Monkey
audiomonkey.ro
Str. Nicolae G. Caramfil 74b, One Herastrau Towers, 014146 Bucharest
