BMW has developed a basic approach to interior design that it uses in all its models: Make it simple, ergonomically correct and handsome. The only differences you find moving up the lineup are the addition of comfort and convenience items.
As expected, the 740i comes with a full complement of both. New for '95 is an outside temperature display with an audible freeze warning and a photo-transistor control of LCD brightness according to ambient light conditions.
A Multi Information Display at the top of the console includes controls for the very good sound system - with CD player optional - automatic climate control and trip computer. Controls are well-marked and not complicated to use, although it wouldn't hurt to spend some time going over them in the owner's manual.
The look of an already attractive instrument panel is improved by the use of ventilation slats that fold flat rather than remaining slightly open or overlapping.
The standard leather upholstery is probably an industry benchmark: soft, supple and perfectly stitched. Everywhere you look, the fit-and-finish is impeccable. Wood trim is taste-full but not overused.
The steering wheel has controls for a cellular phone (dealer-installed option) and cruise control. Of lesser sophistication, but still appreciated, are cupholders front and rear.
Safety is looked after by a strong and rigid body with crush zones front and rear. There are dual airbags in the 740i with an operational twist: If a collision is minor, the airbags won't activate, although automatic seat-belt tensioners will. And regardless of impact size, if the passenger seat is not occupied, that bag will not deploy.
In our humble opinion, only the Jaguar offers an interior as luxurious and satisfying in this category of vehicles as the 740i.
The new 740i delivers in looks and luxury - that is for certain. But the real joy comes when it's time for the car to deliver on the road.
Although the V8 isn't overly endowed with displacement, it makes plenty of power that the transmission and independent suspension put to good use. BMW claims 0 to 60 mph in 7 seconds, and we found those numbers to be accurate in our test drive.
This is, of course, a league-leading luxury car. But it is also a BMW and in every BMW beats the heart of a sports sedan. We're looking at a 4145 lb. vehicle here, so it isn't something you can pitch and toss through curves and around turns. But it is flat, stable and very reassuring when pushed, and never feels like more than two tons of car.
The ride could never be called soft: BMW doesn't have that word in its dictionary. But it is comfortable, while firm and controlled. And the suspension eats road irregularities much the way a teenager chows on cheeseburgers.
We did 350 intense miles in our test car one afternoon on the beautiful and challenging roads in the Ozarks. At the end of the day, we were suitably impressed with the car's over-the-road manners. And thanks to the comfortable, luxurious leather seating in the 740i, we were more than ready for another 350 miles.