In the midst of a product offensive that will see many new and refreshed models join its lineup in the coming months, BMW recently staged a limited-run brand experience in Toronto’s Yorkville neighbourhood to showcase two forthcoming models. The display, which has a pop-up feel to it, is known as the BMW Luxury Lounge, a venue open to the public during the day and invite-only events in the evening. As its name would suggest, the point is to generate interest in the brand and get attendees excited for a slew of new BMWs on deck.
The site of the Luxury Lounge – Bloor St. W. near Avenue Rd. – is fertile ground not only for luxury automotive manufacturers but makers of other luxury goods as well, which is why BMW is partnering with Hugo Boss, Montblanc and Roche Bobois. These brands, along with Samsung Canada and art gallery LUMAS Canada have also contributed to furnishing the space which, with its black and glass walls, wood grain floors and leather sofa, has the feel of modern, minimalist luxury.
“We’ve taken on this initiative because we believe customers’ expectations of luxury are evolving,” said Sebastian Beuchel, director, BMW brand management, said in a statement. “This beautifully designed space is a showcase for our interpretation of modern, contemporary luxury.”
Last October, BMW hosted a similar limited engagement exhibit known as the Luxury Excellence Pavilion on Bay St. in the heart of Toronto’s financial district that not only showcased the Munich-based carmaker’s wares, but also those of other several other luxury brands. The feature attraction was the BMW X7 iPerformance, a concept vehicle first shown about a month earlier at the 2017 Frankfurt Motor Show.
Fast forward a year, and it’s time for the Luxury Lounge, a similar exhibit but with some noteworthy differences.
Whereas the Luxury Excellence Pavilion ran for almost two weeks (Oct. 16-29), the Luxury Lounge was around for just six days (Oct. 10-16) and there were no test drives from the BMW fleet available.
In its place are two main attractions that represent the future of BMW and are bound to cause a bit of a stir.
First up is a vehicle that can’t be discussed in detail but was available for viewing so long as visitors surrendered their mobile phones before entering the curtained-off backroom where it was being shown. A strict no-photo policy was in effect.
I’m talking about the full-size, three-row 2019 X7 SUV, a vehicle BMW and its dealers are very excited about. The production X7 will make its world premiere at the Los Angeles Auto Show next month and will go on sale early next year. The one being shown in Toronto was an uncamouflaged pre-production copy. Getting it to Toronto took some doing, but its presence made a visit to the Luxury Lounge even more worthwhile.
Now, in accordance with the wishes of BMW Canada’s communications team, I’ll move along… to the 8-Series coupe which is returning to the lineup after a 20-year hiatus. I have clearance to talk about this one freely.
Centred in the middle of the Luxury Lounge floor plan was a Dravit (metallic) grey 2019 850i xDrive, trimmed in factory option carbon fibre accents (roof, mirror caps, lip spoiler, rear diffuser, etc.) and optional M Performance 20-inch wheels finished in a metallic gold tint.
Conceived as a flagship model, the 8 Series is a design and technology carrier and, as such, has features that will eventually spread across the BMW family.
On this front, a few things stand out. The first thing that caught my eye are the new LED headlights the 8 Series is wearing, which feature standard high beam LaserLight technology (to comply with North American laws they’ll only work at speeds above 60 km/h) along with a more angular shape with two separate elements that still look like BMW headlights when viewed from a distance. Clever.
Other new design elements include a revised kidney grille that is attached at the centre, a callback to the grilles of 1970s-era BMWs. Also, a BMW rep told me that customized paintwork will be offered on the 8 Series though the company’s Individual program. While they can’t guarantee they’ll be able to match every paint chip or swatch a customer has, BMW aims to make the 8 Series available in more exciting colours than those offered on a traditional list of set finishes.
Inside, the cabin receives some noteworthy advances headlined by the company’s all-new Operating system 7.0 software, which powers the infotainment and instrument cluster screens. My eye was also drawn to the available glass crystal shift knob and iDrive controller.
Finally, I’d be remiss if I didn’t mention the powertrain. The 8 is being offered with an overhauled variant of BMW’s 4.4-litre twin-turbocharged V8, which packs 523 horsepower and 553 lb-ft. of torque that is mated to a standard 8-speed automatic and xDrive AWD system.
Fast? You bet. BMW has the 8 Series’ 0-100 km/h time pegged at 3.7 seconds.
The best part for consumers and interested auto journalists alike is the wait for the 8 Series arrival won’t last much longer. Customer orders begin on December 8, with deliveries likely to begin in the new year. Pricing info hasn’t been released but will be announced closer to on-sale.
As for the X7, look for more info when it’s revealed during the media preview days at the Los Angeles Auto Show on Nov. 28-29.