Background
Cast your mind back to the late Nineties; the era of cyber-pets and girl power. When we weren’t buying Furbies or Tamagotchis, we were trying to get the latest Spice Girls’ hit out of our heads. Others were heading into ‘cyberspace’ to fire up a plucky new underdog search engine called Google – who saw that besting Ask Jeeves? In the cinema, everyone’s favourite full-time spy and part-time misogynist James Bond had switched his maker of choice from Aston Martin to BMW. After the appearance of a blink-and-you’ll-miss-it Z3 in Goldeneye, the undoubted star of 1997’s Tomorrow Never Dies was a remote-controlled BMW 750iL taking a dive off a Hamburg multi-storey.
There was a good reason why Bond decided not to stick with Queen and country, the Munich firm was at the zenith of its powers. The late-1990s range from BMW was arguably the best it’s ever fielded. The E46 3 series was an innovative and exceptional drive, with the M3 widely regarded as the best all-rounder of them all. The E39 5 series finally cemented the mid-size saloon’s role in BMW’s line-up, offering something distinctly different from its bitter rival E-Class. And last, but by no means least, was the E38 7 series. Like its smaller 5 series cousin, Munich’s top-end saloon perfectly blended its tech, comfort and driver feedback in an irresistible package. Thanks to designer Boyke Boyer it managed to look both subtle and purposeful at the same time. Lessons that BMW of 2021 seems to have sadly forgotten.







