BMW Korea unveils facelifted 7 Series luxury sedan to take on Mercedes-Benz S-Class

BMW Korea unveiled its redesigned 7 Series luxury sedan, Wednesday, seeking to build on its growing presence in the higher-end market, as the flagship model gains ground rapidly against the long-dominant Mercedes-Benz Korea’s S-Class. The launch carries significance beyond the arrival of an updated model. The 7 Series has emerged as one of BMW Korea's key growth drivers, capitalizing on weakening demand for its archrival Mercedes-Benz S-Class in the large luxury sedan segment that BMW has traditionally struggled to dominate. The changing sales balance between the two models illustrates the shift. According to data from the Korea Automobile Importers & Distributors Association (KAIDA), the S-Class recorded 1,839 sales in Korea during the first half of this year, 1,238 fewer than the 7 Series' 3,077. The BMW luxury sedan also topped sales of imported large sedans in Korea in both 2024 and 2025, displacing the S-Class from its long-held position as the segment leader and dealing a blow to Mercedes-Benz's core identity as a super luxury carmaker. Against this backdrop, BMW Korea is position