There has been a lot of hype around the BMW 7 Series reveal, the first of the carmaker’s Neue Klasse vehicles to receive a massive facelift and a master bedroom-inspired interior. But the price will probably stop most Americans from dreaming about this ultra-luxurious sedan: the cheapest one (the gas-powered 740) is nearly $100,000.
My colleague Dave McQuilling went down to New Jersey to check out the 7 Series in person, and he couldn’t help but ask Vice President of Product Management Michael Keller if this was a sign of more expensive vehicles to come. With Americans begging for smaller, cheaper vehicles, would BMW be offering anything of the sort?
The short answer: no.
BMW sees continued demand for luxury SUVs, and it’s not gonna stop
There are dozens of new BMW models coming over the next two years, including updated models taking on the Neue Klasse design concept. While there will be 40 new vehicles in BMW’s lineup, not every one will enter the United States market. I mean, of course. The U.S. market is a tough one to crack, with extremely high tariffs to navigate and an unpredictable governing body that seems to be fighting against electric vehicle expansion (segregating the country from the rest of the world).
With the removal of all tax incentives, interest in EVs has dwindled. Electric vehicles are generally more costly than gas-powered vehicles, and with no push towards electric infrastructure and no support for EV ownership, the market hasn’t really been all that appealing. Regular Americans can’t afford new cars anymore, let alone new EVs. Luxury EVs have seen plummeting sales, with the middle class wondering why they’d spend tens of thousands of extra dollars just for a massive vehicle with heated seats and an AI assistant. They’ll just take the dang minivan, jeez.
The push back against expensive EVs has caused many automakers to pivot. Ford dropped the F-150 Lightning in exchange for its lineup of $40,000 EVs. General Motors is reconsidering its plans for its next-generation full-size electric pickup. Lucid is bringing a line of mid-size EVs to the U.S. at lower price points. Even Porsche has admitted defeat, announcing a return to gas-powered and hybrid sports cars.
But not BMW.
“There’s a demand for luxury SUVs. That’s what we see performing in the future in a similar way,” Keller said, pointing at the current SUVs coming out of his facility in New Jersey: the X3, X5, and X7. “Customers are asking for it.”
For BMW, luxury SUVs are still the play in the United States. And not just the usual ones. No. The Neau Klasse ones. An upgraded exterior and even more sophisticated interior, all extremely customizable, comfy, and classy. The 7 Series is the first of many vehicles to get the treatment. I think there is no denying that the new 7 Series looks remarkably modern and bold. And the idea of lying down and watching a movie inside a car with ambient lighting on the roof seems like the perfect date night. But $100,000 though?
There’s gotta be something more affordable for Americans, right?
Yeah, didn’t you hear that the 7 Series has a bunch of drivetrain and price options? There’s the 740, just $99,800! Keller didn’t say those exact words, but this is the model he brought up when asked whether BMW would make a more accessible model. Which was quite comical. McQuilling tried again: What about the X3? That did well, right? Does that mean a lower-cost vehicle could work?
Oh yeah, that thing. The BMW X3 was the brand’s best-selling vehicle in 2025. Last year, the redesigned X3 sold 76,546 units, a 11.3% increase from 2024. The X5 followed, proving to BMW that luxury SUVs are still the play. To be fair, the X3 is still over $51,000 without any options added. This puts it right at the cost of the average new vehicle in 2026, which Americans have said they can’t afford. It will likely go up after it gets the Neau Klasse treatment (the 7 Series got boost of a few thousand). And I don’t think BMW has any more accessible models planned at all for the next few years.
Quit askin’.
“There’s a demand for luxury mid-size SUVs,” Keller repeated. “This is what we want to continue. We’re improving tech over time. We improved the substance of the 7 Series. That’s something we are proud of and customers appreciate.”
And you know what? They will. While other luxury brands faltered in 2025, BMW posted record sales in the United States, up 4.7% from the previous year. It’s currently at the top of the U.S. luxury market. The country’s obsession with BMW has saved it from needing a pivot, even as Americans lose interest in EVs. There are plenty of drivetrain options for each vehicle. BMW can afford to think big right now, though it hasn’t confirmed the possibility of an X9. Not that big.
But BMW will continue to cost you six figures, and you’ll like it.
