Are you sure the E65 actually tooks many buyers away from Mercedes ?

Sure,the looks may attract a few people but people look at more important things like image,ride,comfort,quality,ability,technology(its not the details but the perception that its a technological masterpiece) than pure looks when buying a luxo barge.

Well the record-number of buyers who bought a 7 series obviously chose it over the "class leader" for some reason.

BMW used the 7er to completely change its corporate image -- this was a brave move choosing the most conservative model in the range to herald in such a dramatic change of direction.

Of course you are completely right about the all the other aspects (ride, comfort, technology, etc) but remember, the E65 was originally competing against the W220 ....it made a huge impact when it was launched ..mostly because of its appearence -- it really was a love it or hate it situation.

It actually was helped by the fact that the W220 was not the best Mercedes could come up with.IMO looks are very subjective and hence may not be a deal breaker for luxury car.

^ I totally agree with all of that

S-Class is all around nice
LS is boring and uninspired
7er is not boring but ugly**







** I reserve the right to reverse my opinion once I see the car in the metal!

The stock standard S-Class is the epitome of style and elegance - an image befitting its class and target market. As a (relatively) young man I certainly can't deny that the AMG range of S-Classes has massive presence. But unfortunately it's a look too brash and boastful for the executive car park of a large multi-national.

The stock S-Class in the metal is a fabulous, genteel and elegant statement - those wheel arches don't look nearly as overwrought as they do in the pics. I can't fault a single detail on the S-Class.

The same can't be said for the F01. It's unquestionably the sleeker - more BMW-like - of the two but time will have to soften some of those details that irk me. So the long-established status quo is preserved and the S-Class retains its crown as the king of the luxury saloon segment by virtue of its well measured appropriateness and fit-for-purpose image. It's always been that way now hasn't it?

F01 is a stunner. Believe me.
It has a huge presence, and it looks utterly modern.

Yes, exterior & interior are familiar to the lines we already know from other BMW models, but that doesn't make F01 less impressive & stunning.

It looks nothing like E60 5er in person.

I'm just as confident as I were in X6 look case, or M3 first drive case. When people started to cry how horrible the X6 looks, or how M3 completely lost its edge.


*****

A8, S-class & LS are excellent cars but ...

When compared with F01 IRL in comparable trim F01 looks the most formidable & serious, very sporty & classy elegant.

LS looks sporty but conservative.
S-class classy but bloated.
A8 still has that sporty+classy feel, but it looks completely dated. The new Mk will adddress that. But it still looks less modern in the overall appearence than F01.

E65 lost its modernity edge quickly since it hadn't many flame surfacing elements - elements so distinctive for other BMW models. That change a bit after FL, but not enough.

F01 is very different. It will look modern for many more years than E65 did. The look is not as daring & controversial as E65 when debuted, but there are still some design details which will be deal-makers / deal-breakers.

Like I said before: it's love or hate thing all over again. People who hated modern BMWs will hate F01 as well. People who love modern BMWs will like F01. People who find E65 too controversial will love the F01. People who love E65 for its controversiality will find F01 boring & predictable. Etc etc.


*****

So, ... Until the new A8 comes F01 7er will be in the center of spotlights. Not even the W221 & LS facelifts can change that. I'm very eager to see how far Audi will go. My sources told me new A8 design will be VERY evolutionary (no surprises at all) inside & outside, yet some exterior details will make the car a bit to sporty looking. Like having S-line kit standard. Some are afraid Audi is going a bit to far with this aggressive sporty look on new A8.

But it seems Audi tries to beat BMW in sporty image & appearence at any price.

In glamorous publicity shots, the S class really does look magnificent ...but often, when you see them on the street, they are quite underwhelming.

Belive YOU?
We rather belive our eyes..

Eh ...