BMW Group Australia has slashed pricing for its 7 Series sedan, with reductions of up to $49,629 across the range.
Due to dealer and customer feedback, the flagship limo falls under the $200,000 bracket, putting it more reasonably in contention with the Audi A8 and Lexus LS which are priced at $192,00 and $190,129 respectively.
Specifically, the entry-level 730d starts at $195,900 plus on-road costs, and the 740e and 740i are both priced at $198,900.
This translates to a $31,000 price drop for the three lower variants.
The bigger 750i is $28,629 less expensive at $269,900, however the 740Li and 750Li are up $13,000 and $5190 respectively, commanding a $30,000 premium over their short-wheelbase siblings.
Continuing to top the range, the 448kW/800Nm 6.6-litre twin-turbo V12 M760Li has undergone the biggest price slash, now $49,629 cheaper at $374,900.
The decision to lower the sticker prices for the 7 Series was in response to dealer and customer feedback, according to BMW Group Australia product communications manager Adam Davis.
"As ever, during a product's model cycle we remain responsive to dealer and customer feedback and look to manage vehicle specification and pricing position accordingly," he said.
2018 BMW 7 Series list pricing
BMW 730d – automatic – $195,900
BMW 740e – automatic – $198,900
BMW 740i – automatic – $198,900
BMW 740Li – automatic – $228,900
BMW 750i – automatic – $269,900
BMW 750Li – automatic – $294,900
BMW M760Li – automatic – $374,900
If you had to make the choice, would you buy a BMW 7 Series, Audi A8 or Lexus LS? Tell us your thoughts in the comment section below.