Two flagship limousines, two philosophies. How the latest BMW 7 Series and Mercedes-Benz S-Class compare — and why the S-Class remains our chauffeur flagship.
The full-size luxury saloon is the natural home of the chauffeur, and two cars define the class: the latest BMW 7 Series and the new Mercedes-Benz S-Class. Both are technological tours de force. Both cosset a rear-seat passenger in a way nothing else quite matches. So which is the ultimate luxury limousine — and why do we run the S-Class as our flagship?
Two philosophies of luxury
The current BMW 7 Series is bold and overtly high-tech — a dramatic design, a vast optional rear "Theatre Screen" and a driver-focused character even in a car this size. The S-Class is quieter and more classical: a serene, beautifully judged cabin that has been the reference for chauffeur-driven travel for decades. One shouts innovation; the other whispers authority.
In the back — where it counts
- Rear space and comfort: both are exceptional; the S-Class cabin is the long-standing benchmark for calm and quiet
- Ride quality: both ride beautifully; the S-Class is tuned first and foremost for the passenger
- Technology: the 7 Series' rear entertainment is a genuine showpiece; the S-Class integrates its tech more discreetly
- Presence: the 7 Series is the more extrovert arrival; the S-Class is the more understated, and to many the more elegant
Why we chose the S-Class
For chauffeur work, the deciding factors are rear-seat serenity, discretion and consistency — and on those the Mercedes-Benz S-Class remains, in our view, the definitive choice. It is why it anchors our fleet and why it is the default for VIP and executive travel. If you would like to understand how it sits alongside the rest of the range, see choosing the right Mercedes for your trip.
Experience it for yourself
Reading about a flagship saloon is one thing; being driven in one is another. Whether it is an airport transfer or a city-to-city journey, the best way to judge the ultimate luxury saloon is from the back seat. Book the S-Class and see.
