BMW to take on Maybach with super luxury flagship

There aren’t that many individuals in the world who would have anything to complain about the interiors of a 7 Series. But when you’re an ultra net-worth oil baron or the head of a Silicon Valley tech giant that just isn’t enough. You need something that, more than just ferrying you from your Trump penthouse to your Learjet in comfort, will also convey to the plebeians on the road just how important you are. That’s why we have Mercedes-Maybach, Bentley, and BMW Group’s own Rolls-Royce.

BMW is now preparing to enter this fray of the world’s most ultra luxurious barges with a flagship model that will slot in at the top of its model range, even higher than the current 7 Series. The rumours about such a range-topped has been swirling for some time now, but in an interview with Automotive News, BMW executives have finally hinted at the possibility of such a model that will go up against the Maybach version of the S-Class.

“Just like certain competitors, we will see that we occupy with credible offers the price bracket of 150,000 euros ($170,000) and beyond,” BMW development chief Klaus Froehlich said.

Froehlich suggests BMW won't simply offer several stretched wheelbases and "varyingly thick chrome packages," in a likely jab at Mercedes-Benz. He did not elaborate on BMW's approach, though the company is known for focusing on handling and driving dynamics across its entire range.

The new range, tentatively called the 9 Series, will share its basic platform with the long-wheelbase version of the 7 Series. It is reported that it will adopt the sleek, style-focused design that was showcased on the 2014 BMW Vision Future Luxury concept (pictured), in line with the Gran Coupe variants of the 4 Series and the 6 Series. Its cabin will be much more luxurious than that of the already posh 7, and it will be jam-packed with the latest electronic driving aids and connectivity features, including a gesture-controlled infotainment system.

Mercedes suffered quite a bit of backlash when it relaunched the Maybach brand under a new strategy. The focus of Maybach shifted from competing with Bentley and Rolls-Royce to offering top-of-the-line versions of Mercedes brand vehicles.