With the X7 Concept iPerformance, it's clear BMW has the concrete means to turn its philosophical principles into manufacturable models.

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BMW?s reputation as a premiere automotive brand was established by an enduring commitment to the exhilaration and joy established between its cars and their drivers ? an automaker whose design, technological innovations, and expressive engineering have always served an emotional experience delivered first and foremost by the connection between driver with pedals, wheels, and brake. Now, BMW sets out to achieve another level conceived to serve the highest segment in demand of an elevated experience of exclusive luxury ? a brand within a brand of sorts, complete with its own newly designed monochromatic logo harkening to the manufacturer?s roundel first used 100 years ago: Bayerische Motoren Werke.
?For these people, life is all about making the best possible use of the time available to them,? says Hildegard Wortmann, Senior Vice President Brand BMW. ?Their motto is ?to own the moment? ? i.e. to max out every snap-shot of time with meaningful and beautiful things.?
It?s a brand concept serving the highest strata of buyer ? the ones who travels by private jet, live in residences in the plural, and those with a collection of cars ? the perpetually moving target of a luxurious life...