LIFE'S EXTRAVAGANCES

       The supremacy of Mercedes-Benz in the luxury saloon segment in Thailand can be attributed to two key factors: brand image and unrivalled levels of comfort.
       The latter aspect particularly explains why cars in this class are sold only in long wheelbase form in this part of the world where owners are more likely to let their chauffeurs do the driving, although some customers do take the wheel occasionally.
       While brand image is something that's not easy to measure or create outright by the manufacturer itself, there's much that can be done in terms of product substance.In this case, we are talking about areas of comfort for this kind of luxo limo.
       When Lexus came out with the latest generation of the LS some three years back, it emphasised on this point so much.Apart from generous legroom space, it gave rear seats that can cool down and massage passengers, features which have since become standard in the class.
       BMW's new 7-series has obviously not missed out on these points. So where does that leave BMW in trying to create a selling point over the S-class and LS?
       For starters, BMW has decided to give the 7-series the best legroom in its class,explaining the extra-long 3.2m wheelbase. And you can really feel it sitting inside the 7-series, sometimes to the extent that you start feeling it is unnecessarily long, and you begin to wonder if the "body length war" will ever stop.
       Because of this, the 7-series - as tested here in locally assembled 740Li form - is the most spacious car in the market now. And it doesn't stop here.Aside those pampering, multi-adjustable seats, occupants can now perform the i-Drive function from their rear perches.
       While internet access has come to the 7-series in Europe, it hasn't happened in Thailand yet. Even so, the monitors in the Thai-spec Seven allows users to access multi-media entertainment.
       In fact, the cabin of the 740Li is filled with gadgets and comfort amenities making it a comprehensively specified car in this class.
       But be reminded that it only takes four people. There is no centre seat in the rear, which sees a glove compartment in its place sitting underneath the chunky armrest that houses various controls of i-Drive and for seat adjustment.
       The 7-series was once known for its hard seats (which paid dividends on long trips,but don't suit on a daily basis). Today, it appears to remain the same, even though there has apparently been some effort to make them cushier.
       But if you take the overall cabin into consideration, the 7-series really strikes the right chord. It looks good inside, leather and plastic trimmings exude lots of opulence and the driver is offered good level of ergonomics, thanks to clearly legible instrumentation and a fine mix between conventional buttons and iDrive functions.
       The same goes for the outside. For what has been one of the most controversially styled BMWs in recent years, the new Seven now looks handsome with big kidney grilles up front, pronounced rear lamps (that sometimes remind you of the LS) and bespoke wheel sizes to really give the car a macho and athletic appearance.
       Looking at the car from the sides goes really shows how much metal BMW has put between the front and rear axles and you now know why the 7-series has the best legroom.
       While the interior of the 7-series seems to score highly in terms of practicality, the same could not be said for the boot which has a flawed design. So don't expect to slip in big luggage or golf bags easily into it.
       The reason for the obtrusive box is to make space for the additional cooling system for the rear passengers which is, to say, the best around. So it's tit for tat.
       Just because BMW knew it couldn't miss out on the comfort game doesn't mean that the 7-series is not a good car to drive anymore. In fact, it still maintains tradition by being a fine performer on the move to rightly match its dynamic appearance.
       It's a big barge, alright, but the availability of four-wheel steering helps tighten the turning radius. And you can effectively feel this positive attribute when making U-turns and when driving in tight parking spaces.
       Complementing such driving agility is a steering that feels direct at low speeds, unlike before where the rack was more aloof.
       What you may miss now is the gearshift mounted to the steering column that used to offer easy usage, which is now replaced with joystick-type placed conventionally on the centre console like in today's 5-series,X5 and X6.
       Low-speed ride has always been a crucial issue in cars of this kind. So to ensure that ride comfort doesn't come at the expense of high-speed stability, BMW has sensibly fitted the 740Li with adjustable suspension.
       The comfort mode is obviously the most effective setting for city-use where the car would glide over road imperfections with hardly any vertical movement.
       The sport mode is more suitable for highway driving where body roll - that can be pronounced in comfort mode when travelling over undulating roads - is minimised.There's also sport-plus to make the driving experience more engaging by governing engine responsiveness.
       But driving dynamics is a little short from perfect. The steering, for instance,could have been a tad sharper for cornering at speed, despite that directness found at low speeds.
       The other shortcoming could be tyre
       rumble that seems to be a mite excessive for a car of this nature. When it comes to sheer ride comfort, the S-class still seems to hold the trump card.
       Powering the 740Li is not a V8 but a downsized inline-six with twin-turbo forced induction. While this application may sound sporty in a 335i, for example, it proves to be just more than adequate in the 740Li due to the large body.
       While the 326hp 3.0-litre six-pot may not sound as sweet as the V8 engines found in its intended S500L and LS460L competitors, it accelerates nearly as quickly as them.As well, mid-range power in the 740Li is served well.
       What the 740Li merely lacks from its rivals is the more lively top-end rush. But in real-world driving, and especially in a country without autobahns, the 740Li's per-formance credential lives up to expectation.
       Combine that with brakes, which appear to have been lifted from the 750Li, that feel powerful at all times.
       While such a blown engine usually yields merits in fuel consumption terms, it isn't that easy to attain the manufacturer's double-digit claim, unless you're driving in a fuel economy contest.
       But if gas bills are really of any concern to you - which is highly unlikely - then you ought to wait for the 730Ld that should be the next Seven after this 740Li to be made in the country to not only serve as an answer to the Merc S320 CDI but also double as the new entry-level 7-series model in the B7m range.
       But considering the fat wallets of potential buyers in this price spectrum, the 740Li is still a decent choice, especially when you weigh in the S500L and LS460L both of which are around B2m higher.
       This clearly shows that the 740Li - with a less powerful and smaller engine - isn't in direct competition with those two opponents. Of course, there's the imported 750Li,but it's 400hp-plus bi-turbo V8 and B15m places itself above the Merc and Lexie.
       It could be said that the 740Li is sensible choice for those wanting a petrol-powered luxury saloon that isn't too extravagant with performance but more than sufficing in the real world.
       The 740Li has also got the space and toys for owners to play around with when they are not driving. But whether it is a gem to drive or a silky ride to sit in like the S500L is another question.
       THE MARKET
       BMW 740LI Price: B9.299m Power Gearbox Wheelbase We think 326hp/450Nm,3.0-litre inline-six, twin-turbo six-speed automatic, RWD 3,210mm Nearly a class-beater that's just a whiff short on comfort. LEXUS LS460L Price: B10.91m Power Gearbox Wheelbase We think 380hp/493Nm 4.6-litre V8 eight-speed automatic, RWD 3,090mm A highly comfort-oriented saloon that's blandest to drive here. MERCEDES-BENZ S500L Price: B10.899m Power Gearbox Wheelbase We think 388hp/530Nm 5.5-litre V8 seven-speed automatic, RWD 3,165mm The traditional choice for those needing to drive or ride in.