ARTISTE manager Romeich Major was the toast of the ATL Automotive Group’s BMW X7 and 7 series launch held at the brand’s state-of-the art showroom on Lady Musgrave Road in St Andrew last Saturday.

Major, head of Romeich Entertainment, whose roster includes dancehall artiste Shenseea and dancer-turned-deejay Ding Dong, was Jamaica’s first recipient of the 2023 BMW 740i.

He said the move was cutting against the grain as he was an SUV aficionado.

“If wi like sum’n, comfortable wid it, and can afford it, wi ah guh buy it. It is actually my first Bimma, at age 38. We have had other vehicles and other brands, but my first Bimma,” he told the Jamaica Observer‘s weekly Auto magazine.

“It’s actually a really beautiful car. This car is as big as an SUV; in fact, it’s bigger than nuff people SUV. So it’s a good look,” he continued.

Sloane Jackson, head of business at ATL Autobahn, said he is committed to restoring BMW to its lofty status.

ATL Autobahn is the arm of the ATL Automotive Group responsible for the BMW and MINI line of vehicles.

According to Jackson, BMW will be pushing electrification in the form of mild hybrid, hybrids, and full battery electric vehicles, which begins at the top with the flagship 7 series sedan.

“The 7 series is a big deal for us because we only have two models currently that go the full extent from BMWi to BMW M. This car is going to be available as a mild hybrid, which is the entry-level 740i for our market. You also have the plug-in hybrid 750e, which is the same 3-litre engine plus the plug-in capacity. Then you have the 760, which has the same engine, but now has way over 500 horsepower. Then, we’ll have the 540 horsepower all-electric i7,” he said.

Even in this market of sport utility vehicles, Jackson says the 7 series has appeal due to its size, speed, luxury, comfort and technology. As BMW’s flagship sedan, it’s aimed at those who want to drive or to be driven, having such future elements as a touchscreen interface for the majority of its functions, including the doors. As the 7 series has five seats, its cabin is way more spacious than any sport utility vehicle could be and, with standard air suspension, just as comfortable, plus enough ground clearance for peace of mind.

For those who still want an SUV, there is the X7, launch M60 guise at the event. Just as luxurious as the 7 series, it seats seven adults.

“I’m not just happy to have the X7, I’m happy to have both BMW’s flagships. The X7 is the first of the mild hybrid M cars. The X7 M60 we have is the mild hybrid V8 4.4-litre twin-turbo, 530 horsepower, like its predecessor,” Jackson said.

The electric elements of the mild hybrid are centred on making sure the X7 drives as smoothly and efficiently as possible, rather than all-out electric range.

Jackson shared his plans for the year ahead.

“Last year we were quite stagnant as we couldn’t get product. We’re still having difficulty meeting supply in the early part of the year, but we’re seeing the light at the end of the tunnel, unlike last year,” he said.

“This year is going to be an active year for BMW. We’re going to be bringing more electric cars, so we’ll have the iX1 and brand-new X1 coming at the same time. We’re going to have the iX3 after that, then the full-blown iX, then eventually we’re going to bring the i7. Possibly later down in the year, we’ll bring the i5,” Jackson added.

— Rory Daley and Brian Bonitto