The new BMW 7 Series has come at a tough time.

The stock market crash and the recession will impact on sales of a car some bosses will no longer be able to afford or, perhaps more significantly, no longer want to be seen to be spending company money on in a time of redundancies.

It’s a shame. The BMW 7 series is a deeply impressive car and the features showcased on the fifth generation of the German manufacturer’s flagship model are a tantalizing prospect for drivers of other models in the range who can anticipate trickle-down into their cars in the years to come.

The Seven’s Head-up Display has got to be one of the coolest options on the planet and is a must for buyers of this car.

It’s been around a while in the range but now 7 Series drivers can specify a system which projects all the essential information in their line of vision to keep eyes on the road as much as possible.

State-of-the-art technology

This includes speed, satnav instruction and the speed limit – information for which comes partly from a hard-drive database and partly from camera recognition of speed signs, meaning temporary speed limits not in the database are also incorporated.

This is superb, intuitive use of technology to make driving simpler and safer.

A long bonnet is integral to the BMW 7 Series design, however on a test drive which included country road T-junctions encased in bushy hedgerows visibility of cars approaching from other directions was difficult. But not for long.

We are big fans of reversing cameras at Auto Trader and the BMW 7 Series boasts this handy feature. But it has now added side-mounted cameras to the front of the car which relay video back through the central console screen. Another simple, effective safety feature.

And there’s more.

A night-vision feature can recognise pedestrians at 300 metres – and warn the driver if the car “thinks” the person spotted is going to walk onto the road.

Deeply impressive diesel

Great news for anyone who needs to travel through town centres on a Friday or Saturday night – and the pedestrians who may find themselves a little disorientated at that time.

All great Tomorrow’s World style stuff. But the most eye-catching headline from the BMW 7 Series launch is the combination of improved performance, better fuel economy and reduced CO2 emissions – most notably on the diesel version, featuring a new engine and expected to the UK bestseller.

The BMW 7-series is 10cm longer than the outgoing model, which BMW claim makes it longest in class both in long and short wheelbase guise.

Greater use of aluminium has reduced weight and lowered the centre of gravity and particularly when combined with the new 730d engine the results are deeply impressive.

The 245bhp, 3-litre engine returns an average 39.2mpg and produces 192g/km CO2 emissions.

Long-term money saving

And brilliant though the more space-age new features of this car are, this is truly jaw-dropping economy – especially when coupled with an improved 7.2 seconds 0-62mph time and 153mph top speed.

We loved the way bags of instant power was available at any speed but it is the long-term money saving qualities of the diesel which should win over owners with either an interest in the environment or saving dosh.

There is more fun to be had with the two petrol models available. The BMW 740i and 750i have 5.9 seconds and 5.2 seconds 0-62mph times respectively and both can hit 155mph.

They also bring the benefits of a quieter engine and a better sound when accelerating, especially when choosing one of the two sports settings available rather than the comfort or normal modes.

But they lose out massively to the diesel on fuel economy and CO2 emissions with the BMW 740i and 750i returning an average 28.5mpg and 24.8mpg respectively and generating 232g/km and 266g/km CO2 emissions.

All models feature a smooth six speed automatic gearbox.

As a symbol of success The BMW 7 Series needs to earn its corn on the looks-side and the car we sat down to dinner with (not an unusal occurrence at car launches) received general approval for improving upon the appearance of its predecessor.

Better-looking

The headlights have been restyled for a softer look, while the door handles are integrated into the raised shoulder line. A pair of distinctive new rear lights have been added and BMW’s trademark kidney grilles are larger. Much attention paid to making a huge car appear sporty rather than bulky. Job done. It works.

The car also benefits from a freshen up inside which has simplified the dash as well as improving the functionality of the still-controversial iDrive with key short-cut buttons added to the navigation knob.

Owners are expected to occupy the driver or rear seats and we were offered the opportunity to take a chauffeured drive as well as taking the wheel ourselves.

Driving the BMW 7 Series reveals the car to have superb steering abilities – it features new system Integral Active Steering which sees the rear wheels turn in and out to assist the steering at lower speeds and reduce the car’s turning circle.

The car’s easy responsiveness, especially given its size is a real “wow” moment and the different driver settings can transform the car from a sedate cruiser for carting the CEO around into an engaging sports monster for when he or she wants to move forwards a seat.

Our chauffeured drive, with a professional at the wheel, revealed a smooth ride which buyers can choose to further enhance by specifying Dynamic Drive, a system which cuts the car’s lean through corners and reduces the impact of uneven road surfaces on the occupants.

It’s some car.

Better-looking, better performance, better economy, better to drive and boasting a raft of simple, effective 21st century driver’s aids, BMW has just raised the bar.

Key facts

Model tested: BMW 730d, BMW 750Li
On the road price: £54,160, £69,400
Range price: £54,160 – £69,400
Date tested: November 2008
Road tester: Adrian Higgins