A matte purple BMW 740 xDrive. Smoke White leather inside. That’s the 2027 7 Series in a single, polarizing snapshot, and it tells you everything about where BMW’s flagship sedan is headed after its midcycle refresh.
The car wears Individual Frozen Purple Metallic paint, a finish that requires special maintenance and attracts stares the way a black-on-black S-Class never will. It is precisely the kind of specification that separates buyers who treat a luxury sedan as a canvas from those who just want to be chauffeured in silence.
BMW now offers more than 500 exterior color combinations and roughly 700 interior configurations for the facelifted G70. That is not a typo. If the standard catalog somehow falls short, BMW Individual Manufaktur will build something one-of-one.
The company is betting that at this price point, personalization is the product.
This particular 740 xDrive is optioned with the M Sport Professional Package, which layers on Shadowline trim, black M Sport brake calipers, illuminated kidney grilles, crystal-effect daytime running lights, and 21-inch M Aero wheels. It stops well short of the full M Performance lineup, which now includes the M760e plug-in hybrid, the i7 M70 electric, and the new V8-powered M760. But the visual aggression paired with a standard powertrain creates its own kind of tension — a wolf in wolf’s clothing that happens to be a sheep underneath.
Inside, the build sheet reads like a first-class airline brochure. Heated, ventilated, and massaged seats front and rear. Electric reclining rear seats with footrests, an Executive Lounge center console, automatic doors, a panoramic Sky Lounge LED roof, climate-comfort laminated glass, and an illuminated ceremonial light carpet.
This is not subtle luxury. It is luxury that announces itself at every touchpoint.
A 31.3-inch Theater Screen dominates the rear cabin, turning the back seat into a private cinema. Up front, the driver gets a 17.9-inch infotainment display while the passenger gets a dedicated 14.6-inch screen, a feature BMW now also offers on the new X5. The facelifted 7 Series borrows tech from the Neue Klasse platform, including BMW Panoramic Vision, which projects data across the base of the windshield, and a 3D head-up display.
The iDrive rotary controller is gone. So are most physical buttons. That last detail will sting traditionalists who remember when the original iDrive controller was itself controversial.
BMW has fully committed to touchscreen and voice control, layering digital surfaces across the dashboard in a way that would have been unthinkable a decade ago. Whether this improves daily usability or simply looks impressive in a configurator remains a fair question.
The G70 refresh is not done showing its cards. BMW ALPINA plans its own version of the 7 Series for 2027, internally designated G72. It will reportedly feature unique exterior and interior treatments plus a bespoke V8 engine calibration.
A fully electric ALPINA variant based on the i7 M70 is also expected, which would mark new territory for the Buchloe-based tuner now fully under BMW’s roof.
Matte purple paint on a full-size luxury sedan is easy to dismiss as a novelty. But BMW is making a calculated play here, turning the configurator itself into a selling point, daring buyers to make their 7 Series unmistakably theirs. When your competitors offer three shades of gray and call it sophistication, 500 colors starts to look less like excess and more like strategy.
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