[dbs600]

They can call it whatever they want, but both compete for the same customers and deliver the best they've got, in luxury, in tech, in being 'modern', etc.

Lighting themes galore - they both employ same - advanced iDrive and Command systems - they both employ same. The list is endless.

In all, BMW is more driver oriented (firmer) and MB is more passenger oriented (relaxed), traits that are most evident on stripped-down, base 7 and S models, as once heavy hitting options are added; Individual / Designo, Rear Seat Packages or Autobahn Package / Magic Body Control, etc. they are both beasts on every level.

Such that tech advances now allow non-luxury vehicles to have advanced infotainment and driver assistance systems traditionally seen exclusively on luxury vehicles, luxury makes need to step up being more distinctive through safety, design and material quality; unfortunately, the new 7 looks more 3-like than 7-like, while the S looks like an S, even though the S and C are the same sausages of different lengths.

Avant-garde design is what the 7 was about; Asian themed now; not good.