As far as flagship luxury sedans go, the BMW 7 Series has never perhaps been the most flashy.

Yes, the model has always pioneered new technology, and delivers a compelling blend of dynamism and comfort, but typically in a relatively subtle manner.

Now, seven generations on, the 7 Series has grand ambitions - top-tier luxury with plenty of flash.

Pampered with technology

There's nothing quite subtle about how the new 7 Series looks. It's bigger than before (in fact bigger than the long wheelbase variant of the previous generation model), and the design is decidedly monolithic. Large, flat surfaces emphasise the car's size, while also aiding in aerodynamic efficiency.

And that's before you get to the fancy bits - split head lights with Swarovski crystals, contour lighting for the front grille, and even electric doors that can synchronously open at a touch of a button.

The tech showcase continues inside. We've seen the Curved Display before (first on the iX), but functionality has improved. One neat upgrade is the option to show the Augmented Reality view on the digital dash. 

What we haven't seen before is the Interaction Bar. Yes, controls for the air-con vents, hazard lights and opening the glovebox are housed within, but most pertinently it's a fantastic visual element that stretches from door to door.

And, yes, we definitely have never seen a Theatre Screen quite like this. 31.3-inches and 8K resolution promise an immersive cinematic experience, with sound courtesy of a Bowers & Wilkins surround system.

Option the Executive Lounge seating and you can recline the seat significantly to get you one step closer to the Gold Class experience.

Built-in touchscreen remotes on the rear door panels also allow the rear passengers to operate all manner of functions - massage seats, climate controls, sun shades, the list goes on.

To be honest, the number of features in the new 7 Series is heady - much more than can be reasonably covered in a short half-day test drive.

King of the mountain

On the road, the new 7 Series feels much more familiar. It's big, but it hides its size well. Accurate steering, excellent body control, and a well-sorted chassis mean that the 7 Series still delivers best-in-class handling. Conquering 6,000ft of elevation up and down windy mountain roads proves to be plenty of fun.

Of course, the new 7 Series is also well-sorted for long, highway drives. The overall setup feels slightly firmer and sportier compared to the i7, so bumps in the road are more apparent, but it is still undeniably comfortable and luxurious.

That feeling is greatly helped by the big lump up front - a 4.4-litre V8 mild-hybrid that pumps out a creamy smooth 526bhp and 750Nm of torque.

It's quiet, too. Leave the car in the standard Personal mode and the engine works fairly silently away in the background. It's only when you put it into Sport that the V8 soundtrack comes to life. Drive it hard and it rewards with a soulful tune, pops and crackles included. Oh, yes, and plenty of speed as well.

The new 7 Series also comes loaded with plenty of driver assistance features. Assisted Driving is one button click away, with the car easily able to negotiate bends in the highway on its own. By next year, certain markets (Germany and China) will also get the 7 Series with Level 3 automated driving capabilities (don't count on it being available in Singapore anytime soon, though).

No flash in the pan

The new 7 Series is aimed at a younger, technophilic crowd. A Chinese crowd. China makes up a huge 45% of the 7 Series global share, and the average age of a Chinese buyer is 38 (!!!) compared to 56 in the U.S.A and 57 in Europe.

And to skew younger is just an obvious business decision - that's where the money is at, and moving forward that's where the money will be (older customers will eventually age out, if you know what I mean).

There is an undeniable grandness about the new 7 Series. Underneath it is still a fundamentally sound and dynamic car, but it is now packed to the brim with new technology for both driver and passengers, and wrapped in an imposing new skin. It skews slightly ostentatious, but I think that grandness works - this is certainly luxury elevated. 

This is no longer your traditional towkay luxury sedan. It's a lot more than that. It wants to be a lot more than that. I'm not sure how the more traditional 7 Series owners will take to this new model, but I know that I'm greatly enjoying it. And I'm not even 38 yet - there's still time to strike Toto.

In the market for a luxury sedan? Here are some other choices to consider: 

The Audi A8L is elegant and accomplished, everything you want from the brand's flagship

The Mercedes-Benz S-Class is packed with top-level features and comfort abilities