BMW's luxury flagship sedan "7 Series" topped imported full-size sedan sales for two consecutive months in January–February this year, cementing its position in the luxury full-size sedan sector.
According to the Korea Automobile Importers & Distributors Association (KAIDA) on the 31st, the BMW 7 Series sold a total of 1,131 units through February this year. That was up about 16% from a year earlier.
A variety of powertrains won over consumers. First, the "740i xDrive" led the results with 557 units sold. The "740d xDrive" also recorded 384 units, up about 32% from a year earlier. In addition, the "i7" sold 115 units and the "750e xDrive" sold 75 units, with the electrified models also delivering results.
Analysts say the 7 Series' performance is thanks to the "Power of Choice" strategy. This is BMW's unique product strategy of applying a range of powertrains—including internal combustion, all-electric, and plug-in hybrid—to a single model series. The goal is to consistently deliver its distinctive design language and heritage, as well as the joy of driving, even in the electrification era.
Under this strategy, the BMW 7 Series offers a broad lineup—▲gasoline (740i xDrive) ▲diesel (740d xDrive) ▲plug-in hybrid (750e xDrive) ▲all-electric (i7) ▲high performance (i7 M70 xDrive)—meeting the needs of customers seeking a luxury experience regardless of powertrain.
BMW Korea is also enhancing personalization through the bespoke vehicle ordering service "BMW Individual." The program is offered to buyers of the top-tier 750e xDrive, i7 xDrive60, and i7 M70 xDrive. It provides bespoke options that can configure up to 300,000 combinations across a wide range of items, including exterior colors and lines, interior trims, and seat materials and colors.
BMW Korea plans to go a step further by unveiling limited-edition models through the top-tier custom-build program "BMW Individual Manufaktur."
Exclusive benefits for BMW 7 Series owners are also a factor in its popularity. The members-only service for BMW Luxury Class customers, including the 7 Series, "BMW Excellence Club," offers luxury lifestyle experiences beyond vehicle care across travel, gastronomy, art, golf, and wellness.
Members also receive experiences that cannot be quantified in monetary terms. A VIP invitation to the Cannes Film Festival in France is a prime example. Each year, BMW Korea offers distinctive experiences through a drawing, including walking the Cannes red carpet, attending official screenings, test-driving Luxury Class models, and staying at top-tier hotels.
Starting this year, BMW Korea is introducing the luxury lifestyle program "Curation by Excellence" as a new benefit. Members can choose from content that BMW Korea curates monthly—such as golf content, art exhibitions, whisky classes, wellness experiences, career mentoring, and luxury sound sessions—and participate up to twice a year in the programs they want. The BMW Excellence Club program is offered for three years after vehicle delivery.