2010 BMW 760i / 760Li – First Drive Review

BMW launches its latest twelve-cylinder luxury missile.

Despite rising fuel prices and environmental consciousness, the power race in the luxury segment goes on. While Europeans prefer their luxury cars with diesel power, the V-12 gasoline engine continues to see strong support in the U.S. and China—and Russia seems to have the fever, too. BMW feels that maintaining a presence in the segment is important for its brand image.

Indeed, BMW is the company that jump-started the V-12 wars in 1987 with the E32 750i/iL, which produced 296 hp from 5.0 liters. It was a huge success, selling 48,600 total units and sending shockwaves through the Mercedes-Benz headquarters in Stuttgart. But it all went downhill from there. Of the last-generation 7-series V-12, the E65/E66 “Bangle Butt” car, BMW sold just 910 in 2007 and a mere 466 in 2008. Compare that to the more than 14,000 V-12–powered 7-series models built in 1988 alone, and the extent of the decline becomes even more stark. Now BMW hopes to reverse the slide with the all-new 2010 760i and long-wheelbase 760Li.

Keep Reading: 2010 BMW 760i / 760Li – First Drive Review