Karim-Christian Haririan on how the new BMW 7 Series is setting the standard for luxury
BMW’s new 7 Series brings Neue Klasse technology to its flagship luxury saloon in what the company calls its most extensive model update ever. Karim-Christian Haririan explains why this generation matters, and why the Middle East shapes BMW’s global luxury strategy
21 September, 2026
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The new BMW 7 Series made its regional debut in Dubai this month. It is a car that says a good deal about where luxury is heading, and about the part the Middle East now plays in setting that direction.
The 7 Series has set the standard since 1977. That is 49 years of forward-thinking innovation, from safety breakthroughs to new ways of controlling a car to digital features that reset what buyers expect. Now in its seventh generation, the car carries that history forward. This time, though, something feels different.
BMW describes the new car as the most extensive model update the group has ever carried out, and for Karim-Christian Haririan, MD of BMW Group Middle East, that ambition is the whole point.
“The regional debut of the new BMW 7 Series represents an important moment for BMW Group Middle East and a powerful expression of what modern luxury means to our customers today,” he says.
“More than progressive design or advanced technology, true luxury is defined by the quality of the experience it creates,” he adds.

This is not a facelift, in other words. It is a rethinking of what the car should be, and that rethinking says a great deal about where BMW believes luxury is heading.
What drives demand in the Middle East specifically is the balance the car strikes. Flagship comfort sits alongside advanced technology, and the pleasure of driving meets a wide scope for personalisation. “Customers are not simply looking for transportation,” Haririan says. “They are looking for an experience that reflects their lifestyle and personal taste.” That, he argues, is what the new 7 Series is built to deliver.
What makes it stand out
The 7 Series looks different this time. Cleaner. A monolithic exterior, the new BMW kidney with Iconic Glow, and minimalist crystal headlights give it presence without anything decorative.
Step inside and the shift is immediate. The new BMW Panoramic iDrive dominates. The BMW Passenger Screen, making its debut, puts entertainment and information within easy reach of the front passenger. An upgraded BMW Theatre Screen handles 8K streaming, gaming and video calls, and intelligent voice control now integrates Amazon Alexa+ AI, so the car responds to natural language.
Over-the-air updates keep the software current, while a Bowers & Wilkins sound system with Dolby Atmos support, ambient lighting and four-zone automatic climate control round out the cabin. It is seamless, and none of it feels intrusive.
That restraint is deliberate. “The most significant change is not what customers see first, but how they experience the vehicle,” Haririan explains. Buyers will quickly notice the Panoramic iDrive, BMW Operating System X, the Passenger Screen and much-improved assistance systems, but, he says, “these technologies are designed to feel natural and effortless rather than overwhelming.”
That is the philosophy at work. For BMW, luxury is not about packing in the most technology. It is about technology that genuinely makes life better, an idea the company sums up as “innovation with purpose.” As Haririan puts it: “Technology only becomes luxurious when it genuinely improves comfort, confidence and enjoyment. The new 7 Series offers a more immersive digital experience while remaining unmistakably a BMW to drive.”

Personalisation stays key
The 7 Series story is not only about technology. It is also about personalisation. BMW Individual has offered bespoke customisation for 34 years, and the new car pushes that further still.
Buyers can choose from 12 upholstery variants and 130 paint colours, and the two-tone option alone unlocks more than 500 bespoke colour combinations. The real headline, though, is the BMW Individual Dual-Finish paintwork, a world first that took two and a half years to perfect and exists nowhere on earth but BMW’s Dingolfing plant.
The idea is deceptively simple. A matt finish on the lower body meets a hand-applied metallic finish above it, with no visible line where the two meet. Each car spends more than 75 hours in the paint shop, over three full days, and almost six times longer than a conventional finish. More than 20 specially trained staff tape, sand and apply it by hand.
That level of craft is not accidental, and it says something about how the region sees luxury. “In the Middle East, individuality is central to how many customers define luxury,” Haririan says. “Whether through exclusive paint finishes, carefully selected materials or highly tailored specifications, customers want vehicles that feel uniquely theirs.”
Those regional preferences, he adds, are increasingly shaping BMW’s global thinking. “Luxury today is becoming more personal and experience-led. The Middle East consistently demonstrates strong demand for craftsmanship, personalisation and memorable luxury experiences. The expectations of customers in this region often provide an early indication of where luxury trends are heading globally.”
Put plainly, what buyers in Dubai and Riyadh want today often becomes what the rest of the world wants tomorrow.
Electric options
On electrification, BMW takes a different line from much of the field. Where some rivals push all-electric futures with fixed deadlines, BMW’s message is to choose what suits you.
The new 7 Series comes in three forms: efficient combustion engines with 48V mild-hybrid technology, plug-in hybrids, and fully electric variants.
The electric models now travel beyond 720 kilometres on a charge (WLTP), a genuine step up thanks to sixth-generation BMW eDrive.
BMW is not steering anyone into that lane, though, because the region does not move at a single pace.
“Electrification is progressing across the region, but at different speeds depending on customer preferences, infrastructure maturity and market conditions,” Haririan says. “This is precisely why BMW remains committed to a technology-open strategy.” The UAE has been an early adopter, helped by infrastructure and strong consumer awareness, while Saudi Arabia is evolving quickly as investment in mobility and future technologies picks up. “Our role is not to push customers towards a specific technology, but to ensure we offer the right solution for every customer journey. This commitment to choice is one of the strengths of the BMW 7 Series portfolio.”
The new 7 Series brings a more capable, AI-assisted approach to driving. The Motorway Assistant allows hands-off driving up to 130 km/h, certified for now in a number of European countries.
The City Assistant supports navigation-guided, address-to-address journeys in urban areas, and BMW Symbiotic Drive balances what the driver wants with what the car can offer.
These are more than conveniences. They offer a glimpse of how luxury is evolving, with SAE Level 2 assistance that keeps the driver involved rather than sidelined.
On safety, the car adds digital tyre-conditioning monitoring with AI, an integrated braking system and near-actuator wheel-slip limitation.
For customers who want maximum protection, the BMW 7 Series Protection provides armouring with VR9 certification, and VPAM 10, the highest level, is available as an option.

Why the Middle East matters
The thinking behind BMW’s strategy comes down to this: the Middle East does not just follow luxury trends, it helps create them.
“The Middle East is one of the world’s most sophisticated luxury markets,” Haririan says. “Customers here are highly knowledgeable, globally connected and have exceptionally high expectations when it comes to design, craftsmanship, innovation and personalisation.” More to the point, they help shape what the wider world eventually wants. “In many ways, the region does not simply follow the future of luxury; it helps shape it.”
That is why the regional debut took place in Dubai, and why BMW pays close attention to what this market asks for. Expectations here do not trail the rest of the world. In BMW’s view, they lead it.
Competition in the premium segment is fierce, with new players arriving, pushing technology and cutting prices. Haririan does not treat it as a threat. “Competition is accelerating across the industry, and we welcome that. More choice benefits customers and encourages all manufacturers to innovate faster.” Even so, he says, “luxury has never been defined solely by technology specifications or pricing. True premium value is measured across the complete ownership experience, including design, engineering excellence, craftsmanship, customer service, aftersales support and long-term trust.”
BMW, then, is not chasing a spec sheet. It is backing the whole of the ownership experience. “BMW’s focus remains firmly on creating meaningful innovation rather than technology for its own sake,” Haririan says. “We respect every competitor, but our benchmark has always been ourselves, to continue delivering products and experiences worthy of the BMW badge, supported by over a century of engineering excellence and generations of flagship innovation.”
What comes next
Over the next two to three years, Haririan points to three forces driving BMW Middle East: digitalisation, electrification and customer experience. “We will continue bringing more Neue Klasse thinking, digital innovation and premium ownership experiences into the region while maintaining a technology-open approach that gives customers freedom of choice,” he says. “Customers are increasingly looking for personalisation, seamless digital experiences, high levels of service and long-term trust in the brands they choose.”
Both the UAE and Saudi Arabia matter commercially. The UAE remains an important centre for innovation and luxury, while Saudi Arabia is one of the most dynamic growth markets, given its scale, ambition and continuing transformation. “The Middle East remains strategically significant because customers here value quality, individuality, innovation and premium experiences at a very sophisticated level,” Haririan says.
That is the real story of the new 7 Series. It is not just a new car, but a commitment: to a region that helps set the direction of luxury rather than follow it, and to the idea that luxury, at its heart, is about experiences that fit the way people actually want to live.


















