BMW considers M7 to rival S-Class AMG and Audi S8
BMW executives have hinted at a full M7 performance saloon, with the next-generation 7 Series a likely candidate for the brand’s first direct answer to AMG and Audi Sport.
BMW executives have raised the prospect of a full M7 saloon, opening the door for a flagship M Division version of the 7 Series to compete directly with the Mercedes-Benz S65 AMG and Audi S8. The strongest indication so far comes from BMW’s North American boss Ludwig Willisch, who said he would like to see an M7 as part of the next-generation 7 Series, expected within three years from 2012.
Until now, the most powerful 7 Series available through official BMW channels has been the Alpina B7, which is heavily modified by Alpina but not a true M Division product. Both Audi and Mercedes-Benz have long offered full factory performance saloons in this segment, leaving BMW without a direct rival.
BMW M7: What’s changed?
The suggestion of an M7 reflects BMW’s willingness to expand its M-badged range into new segments. The company filed trademarks for 'M7', 'M10', 'M2', and '2-Series' in 2012, indicating a broader product strategy. While the 7 Series has previously been offered in M Sport trim and as the Alpina B7, a full M7 would be the first time the flagship saloon receives a dedicated M Division model.
BMW M boss Friedrich Nitschke confirmed that turbocharged engines are now the standard for M cars, with no plans to return to naturally aspirated units or to introduce supercharging. This means any M7 would almost certainly feature a high-output turbo engine, likely a V8 or V12, to match or exceed rivals from AMG and Audi Sport.
Market context and rivals
The Mercedes-Benz S65 AMG and Audi S8 have set the pace for high-performance luxury saloons, offering V8 or V12 power, aggressive styling and advanced chassis technology. BMW’s absence from this segment has long been noted by enthusiasts and dealers. An M7 would give BMW a direct answer, potentially attracting buyers who want M Division dynamics in a full-size luxury saloon.
- Mercedes-Benz S65 AMG: 6.0-litre V12, 630PS
- Audi S8: 4.0-litre twin-turbo V8, 520PS
- Alpina B7: 4.4-litre twin-turbo V8, 540PS (not a full M car)
BMW’s approach to transmissions in future M cars will focus on automated gearboxes with software controls to prevent mechanical abuse, though manual gearboxes will remain available in some models. This fits with the luxury saloon segment, where demand for manual transmissions is minimal.
No coupe or convertible 7 Series planned
While BMW is considering an M7, the company has ruled out coupe or convertible versions of the 7 Series, focusing instead on the saloon and long-wheelbase variants. The X7 SUV is confirmed as a future model, but the 7 Series will remain a saloon-only flagship for now. For more detail on BMW’s platform strategy, see BMW rules out i8 Spyder and 7 Series coupe or convertible, confirms X7 SUV
As of mid-2012, BMW had not officially confirmed the M7 for production. The company’s trademark activity and executive comments suggest strong internal interest, but a final decision and technical details remain to be announced.
