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BMW Aims to Redefine “The Ultimate Driving Machine”

But do hybrids, battery-cars and autonomous vehicles fit the brand?

by on Aug.31, 2015

BMW's Ian Robertson is betting technology won't turn off the brand's traditional fans.

Can you lay claim to building “the ultimate driving machine” if your fleet is filled with autonomous vehicles powered by plug-in hybrid and pure battery-electric drivetrains? That’s the very real question facing BMW.

The Bavarian maker’s sixth-generation 7-Series sedan comes as close to hands-free driving as anything on the road, and company officials promise they’re ready to push things further if regulators give them the go. The 2016 7-Series, meanwhile, will add a new plug-in model next year, with the technology set to roll out on a variety of other models over the next several years.

Driving Passion!

“This is the flagship,” said Ian Robertson, the BMW board member in charge of global marketing, during a New York media drive of the new 750i sedan. “This is the vehicle that brings the latest innovations that will be spread through the rest of our line-up in the coming years.”

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