BMW’s heavily refreshed 7 Series provides a Rolls-Royce experience at a fraction of the cost

The Globe and Mail · Kunal D’souza · 2026-11-03 10:00 UTC

With a massive redesign and a theatre screen in the back, the German automaker’s flagship sedan doubles down on both tech and luxury

While a lightly optioned Rolls-Royce can easily command upwards of $600,000, the BMW 7 Series delivers a remarkably similar experience starting at just $155,500.

Both vehicles are built by the same company and share components and technology. Just like the 7 Series, a Rolls-Royce is available with either a gas-powered engine or an electric powertrain. A Rolls will feel more bespoke – as it should for the price – and likely offers more customization options than the BMW, but the 7 Series isn’t far behind.

“Customization is a big lever in terms of customer satisfaction in the luxury class,” says Maximilian Huber, product manager for the heavily refreshed 7 Series, which we recently drove for the first time in Southern California. “There are more than 500 exterior colours, 700 interior colours, plus two-tone paint options, three different roof colours, and you can go above that with BMW Individual Manufaktur.”

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