BMW 7 Series vs Mercedes S-Class vs Jaguar XJ: 2013 group test

BMW is no stranger to success. Its 1 Series, 3 Series and 5 Series have all tasted road test victory, while its M cars are high-performance legends. Yet the range-topping 7 Series limo has never been such a big hit for the brand.

Despite its cutting-edge tech and sharp dynamics, the big BMW has failed to capture luxury car buyers’ imagination. In an effort to reverse the 7 Series’ fortunes, BMW’s given it a mid-life refresh with tweaked looks, updated mechanicals and greater refinement. We test the 730d in spacious long-wheelbase form.

The Jaguar XJ has also been refreshed, but thankfully retains its sleek looks and attractive cabin. However, before either newcomer can celebrate, they must face the formidable Mercedes S-Class. It’s nearly seven years old, but this hugely desirable machine still sets the class standard. So, is it time for a change at the top? Read on to find out.

Verdict

So after years of striving, has the BMW finally made it to the top of the luxury car class? There’s no doubt that the latest changes are worthwhile, as the 7 Series is more comfortable and refined than ever before. It also boasts one of the best diesel engines in the business, while build quality is second to none and no other luxury car is as cost-effective to run. As a result, it finishes just ahead of the Jaguar XJ here.

Used - available now

2024 BMW

1 Series

31,145 milesAutomaticPetrol1.5L

Cash £17,276

View 1 Series

2020 Skoda

Kodiaq

33,897 milesAutomaticDiesel2.0L

Cash £21,990

View Kodiaq

2023 Volvo

XC40 Recharge

27,258 milesAutomaticElectric

Cash £19,900

View XC40 Recharge

2020 Fiat

500X

25,068 milesManualPetrol1.0L

Cash £8,497

View 500X

We love the big cat’s head-turning looks, cosseting cabin and agile handling. Unfortunately, the firm ride and tight rear headroom are at odds with the car’s limousine aspirations, plus it lacks some of the desirable, hi-tech details that mark out the very best offerings in this first-class sector.

And what about the S-Class? Well, by the narrowest of margins it just manages to hold off the BMW to take the win in our test. It may not be quite as dynamically accomplished as the 7 Series, but the Mercedes is still the standard bearer in this sector when it comes to quality, comfort and desirability.

First place: Mercedes S-Class

After seven years, the S-Class still rules the luxury car roost. Its grip on the crown has been weakened, but for all-round appeal it’s still unrivalled. Classy looks, an opulent cabin and impressive refinement still make it the top choice for captains of industry and heads of state.

If the BMW 7 Series and Jaguar XJ are to stand any chance of stealing the luxury car crown, then this is the model they must beat. Ever since making its debut in 2005, the huge S-Class has set the standard in the limousine sector. With its imposing looks, upmarket cabin and beautifully engineered underpinnings, the Mercedes is one of the few models that can rightfully claim to be the ‘best car in the world’.

And even now, nearly seven years after its debut and with an all-new model just around the corner, the S-Class still exudes understated class and good taste – although our car’s optional £1,950 paint finish won’t be to all tastes. The styling is not as eye-catching as the sleek Jaguar’s, but there’s still a great sense of occasion about the Mercedes.

Whether you’re driving or being driven, the S-Class’s beautifully executed cabin is a masterclass in thoughtful design. The uncluttered dash, single-stalk gearlever and top-notch materials all add to its special feel, while the COMAND infotainment controller is as intuitive as the BMW iDrive set-up. And while the interior is not as glamorous as the XJ’s or driver focused as the 7 Series’, it’s still a great place to spend time.

The long-wheelbase layout means there’s plenty of room to lounge about in the back, while the powered and heated leather seats are hugely comfortable. Large windows help add to the sense of space and the vast 560-litre boot is the biggest here.

It’s not all good news, though. The Merc has all the essential kit, such as sat-nav, Bluetooth and climate control, but it’s not as well equipped as the Jaguar. To personalise the car, the pricey options list means you’ll need deep pockets – our test model had an eye-watering £108,910 price tag, which is a hefty £43,500 premium over the standard model.

Thankfully, the S-Class’s exceptional refinement comes as standard. Wind and road noise are virtually absent, while the standard air-suspension effortlessly soaks up bumps. Better still, the 3.0-litre V6 is whisper-quiet at idle and silky smooth on the move. However, the Mercedes’ relaxing nature unfortunately extends to its performance.

Not only is it the heaviest car here, it’s also the only one with a seven-speed automatic gearbox – the BMW and Jag both have an eight-ratio transmission. As a result, the S-Class was slowest in all of our acceleration tests. With a 0-60mph sprint time of 7.4 seconds it’s hardly slow, but away from the track it doesn’t feel as eager as its rivals, while the gearbox isn’t quite as slick as the unit in the 7 Series. And although the Mercedes feels surprisingly agile for such a big car, its steering isn’t as sharp as the BMW’s and there’s more roll in corners – even with the dampers on the firmer Sport setting.

At £65,410, the S350 is the most expensive car here, but its residuals are a bit stronger. Yet there’s more to buying a limo than value for money. The Mercedes still leads the way for upper-crust image, comfort and refinement. Will that be enough to paper over the cracks appearing in its seven-year-old design and keep the S-Class at the top?

Second place: BMW 7 Series

Latest tweaks have given 7 Series a much-needed lift. It’s more refined and comfortable, while low CO2 emissions and free servicing cut costs. Yet it still looks underwhelming, while the best driving experience comes only via costly options.

The 7 Series has been sitting at the top of the BMW model range for more than three decades. Yet despite its heritage, the flagship has consistently failed to make an impact against more exclusive and imposing rivals.

So in a bid to revive its fortunes and finally overcome the competition, the vast 7 Series has been treated to a mid-life makeover. Included in the refresh are tweaks to the suspension for greater comfort, plus even more efficient engines. Designers have also made changes to the car’s styling – although you’d be hard-pressed to notice.

At the front are a revised grille and reprofiled bumper, while our test car also benefited from distinctive £1,665 LED adaptive headlamps. Elsewhere, the 7 Series looks virtually identical to its predecessor, which means it simply can’t match the rakish Jaguar XJ and classy Mercedes S-Class for head-turning kerbside appeal.

Unfortunately, this low-key approach extends to the interior. There’s nothing wrong with the first-rate build quality and top-notch materials, which are both on a par with those of the beautifully finished Mercedes. It’s just that the 7 Series lacks that vital feelgood factor.

For instance, the logically laid out and slickly designed dashboard looks exactly the same as the one you’ll find in the much cheaper 5 Series. And the three-spoke steering wheel appears to have been lifted straight out of the 1 Series family hatchback. It’s possible to tailor the cabin with various bespoke leather seat coverings and trim materials, but you’ll need deep pockets.

That’s not to say the 7 Series doesn’t boast some neat features. For example, our car was fitted with the £510 LCD multifunction instrument display, which alters the look and colour of the dials depending on whether you’re in the Sport, Comfort or fuel-saving EcoPro driving modes.

And if you opt for the eye-wateringly expensive £2,055 rear-seat entertainment package, then you get a pair of tablet computer-style screens hanging from the back of the front seats, plus a separate iDrive controller for rear passengers. These occupants will have no complaints about the amount of available space, either.

The long-wheelbase body means even tall passengers will be able to stretch out in comfort, while there’s more headroom than in the low-slung Jaguar. Better still, the cabin is as quiet as it is comfortable.

Various tweaks, including improved aerodynamics, help make it a calm and relaxing environment. It’s every bit as hushed as the S-Class, with virtually no wind noise and only a trace of tyre roar on rough roads. Air-suspension at the rear also helps the 7 Series effortlessly shrug off bumps that send a shudder through the Jaguar’s cabin.

Yet this is still a BMW at heart, which means your chauffeur will enjoy it as much as you. Star of the show is the lusty 255bhp 3.0-litre diesel, which comfortably set the pace at our track with a blistering 0-60mph time of 6.8 seconds. Its real-world pace is even more impressive, thanks in no small part to the new eight-speed automatic gearbox, which shifts ratios with uncanny smoothness. And because this is a BMW, the 730d also feels agile and responsive on a twisting back road.

The electrically powered steering is accurate and provides decent feedback, plus there’s strong body control and bags of grip. However, our car was also fitted with the £1,890 Dynamic Drive chassis and £1,360 Integral Active Steering. The former virtually eliminates body roll, while the latter is a four-wheel-steering set-up that boosts agility around town and improves stability at high speeds. While these extras are pricey, they allow the BMW to be transformed from luxury cruiser to poised sports saloon at the touch of a button.

When it comes to the question of cash, the 7 Series appears to hold the advantage here. Not only is it the cheapest to buy, but it benefits from the lowest CO2 emissions and comes with five years’ free servicing. Yet you’ll have to pay thousands for optional extras to raise the cabin ambience, while it still doesn’t look as special as its rivals. Will these stand between the BMW and victory?

Third place: Jaguar XJ

It’s hard not to fall for the Jaguar’s charms. Not only does it look great, but its cabin has a truly bespoke feel and it’s fun to drive. If you can live with the firm ride and cramped rear headroom, it makes a charismatic choice.

The BMW 7 Series isn’t the only luxury limo that has benefited from a recent nip and tuck. At nearly three years old, the sleek Jaguar XJ has also had a mid-life refresh.

Aimed at improving comfort and boosting efficiency, the changes include a new comfort suspension pack, an advanced eight-speed auto and fuel-saving stop-start. However, while the XJ’s underpinnings have been given an update, the stylish exterior has been left alone. With its gaping chrome grille, sweeping roofline and LED tail-lights, the Jaguar is easily the most eye-catching car of our trio. And although we’re not convinced by the slightly awkward black C-pillar trim, the glamorous big cat is still the car for making a grand entrance.

The Jaguar boasts an equally extrovert interior. Compared to the sparse Mercedes and conservative BMW, the XJ’s sweeping dash design is a breath of fresh air. Neat details include the trademark rotary gearlever that rises out of the transmission tunnel and the metal-finish ‘eyeball’ air vents, plus cool phosphorus blue lighting.

Still, the leather trim and polished wood inserts are standard, as are useful gadgets such as sat-nav, a DAB radio and keyless entry. The long-wheelbase car also gets rear privacy glass, an electrically operated rear blind and aircraft-style folding tables in the front seatbacks. Disappointingly, neat extras such as powered soft-close doors aren’t even on the options list.

Nevertheless, there’s loads of legroom in the back, while the standard panoramic glass roof increases the sense of space. However, it also eats into headroom, and tall passengers’ heads will brush the rooflining. The XJ must also give best to its rivals for comfort and refinement.

In isolation the Jag is very quiet when cruising, but it’s not quite as well insulated from wind and road noise as the 7 Series and S-Class. And while the ride is slightly softer than before, it is still the firmest here, often getting unsettled by bumps and potholes.

The trade-off for this compromised ride is sharp handling. Despite its vast size and quick steering that lacks feedback, the XJ slices through corners with agility. It does not grip as hard as the four-wheel-steered BMW, but it’s still surprisingly fun through bends.

The Jaguar’s sporty credentials extended to our test track, where its combination of lightweight aluminium construction and muscular 271bhp diesel V6 let it sprint from 0-60mph in a mere 6.9 seconds – although that was a tenth slower than the less powerful BMW. Better still, the new eight-speed box provides seamless changes in auto mode, while you can use the steering wheel-mounted paddles for prompt manual shifts.

At £63,135, the XJ costs £1,920 more than the 7 Series. Yet it has more standard kit and slightly stronger residuals, plus looks more distinctive. But will its firm ride and less impressive refinement cost it dear here?

Facts and figures