Too Much Tech? Mercedes, BMW Super-Luxury Heavyweights Go Gadget to Gadget by Karl Ferguson Increasingly sophisticated technology is a way of life, and more and more it is making its presence felt in the everyday cars we drive. But when it comes to luxury cars, does technology mean more luxury or less? We took a look at how BMW and Mercedes interpret this phenomenon on their super-luxury heavyweights, the BMW 745Li sedan and the Mercedes-Benz S500. Strangely, itís a search of the glove box and not the cockpit that gives the first hint of how the use of technology sets the new BMW 7 Series apart from its lesser siblings. I like to get a feel for a car before driving it, and more often than not, this includes a rummage through the storage bins. Just as well for me because inside the glove compartment, BMW has thoughtfully included a stack of disposable valet driving instructionsóyes, driving instructionsófor professional car parkers. Believe it or not, you might seriously struggle to go anywhere fast in the BMW if you arenít familiar with it. To start the car you must first put the electronic key fob into the appropriate dashboard slot. Then, place your foot on the brake before pushing a large starter knob on the dashboard. Keeping your foot on the brake, pull a column stalk toward you and then down to move the car out of park. A dash display indicates the gear youíre in and away you go. Sound complicated? Yes and no. It certainly is a different way to start a car, and while it may not be second nature, once youíve done it a couple of times, youíre unlikely to have trouble with it again. It is, however, conclusive proof that technology is having an impact on, and in some cases complicating, how we drive. BMW has undeniably created a unique new approach to the luxury car market, but if the company thought it would be applauded for its initiative, it was sorely mistaken. Almost universally, the motoring press has been less than complimentary about the use of technology, or ìgadgetryî as some call it, in the new 7 Series. Much of the criticism focuses on iDrive, a central command system manipulated by a single aluminum knob that resides on a central console between the two front seatsóthink of a computer mouse adapted for a car. In fact, itís this arrangement that has caused the demise of the more traditional BMW transmission gear selector, which in turn leads to the rather unique starting process. But it should be noted that the iDrive controller is very significant, being the master of nearly every function in the car, from navigation and climate control to entertainment and the onboard computer. Like a desktop computer, the iDrive uses drop-down menus to fine tune everything from the exact cabin temperature to the level of bass coming from the speakers. BMW justifies the system by saying it effectively eliminates the need for hundreds of buttons on the dashboard that can make the carís cockpit resemble that of a large airplane. Critics argue that it has vastly complicated even simple aspects of everyday car use, such as changing the radio station, which, depending on how you do it, can take as many as four to five clicks and twirls on the iDrive controller. I found that the systemóonce you had a general understanding of the philosophy behind itóworked well. Yes, it takes some learning, and certainly itís not as intuitive as it could be, but it does workóalbeit after a trial-and-error approach. Incidentally, this is best done while the car is stationary because even a familiar function does require taking oneís eyes off the road to focus on the dash screen, however briefly. In BMWís defense, the use of iDrive has achieved one thing: a gloriously unencumbered dashboard and interior similar to a beautifully crafted super yacht or luxury private jet. The standard wood trim is matte finished, an attractive departure from the highly lacquered wood more commonly found in this car segment. Other interior materials are equally impressiveófrom the leather to the brushed metal on the dash and central console, all of which reinforce the feeling that this car is a truly luxurious place. And at long last the rear passengers fare almost as well as those up front. While the rear pews are not quite on par with the optional front ìcomfortî seatsówhich are multi-adjustable and perhaps the most comfortable seats Iíve ever experiencedóthey are not far behind, and the car has plenty more to offer passengers. For starters, it seems that the BMW 745Liís five-and-a-half-inch-wheelbase increase over its 745i sibling has all gone to increasing the legroom. In addition, the test vehicle came equipped with a cold weather package, which includes a heated steering wheel, a ski bag, and heated front and rear seats. Individual climate controls are standard, and the test car also added a premium sound package with a Logic 7 audio system and a multi-disk CD player mounted on the front dash, which includes 13 incredible sounding speakers. But itís the fully electric privacy screen that will appeal to ambassadors and other discerning clientele. At the touch of a button, tasteful screens cover the rear windscreen and rear passenger windowsóa very handy function. All of these additions add a reasonably hefty $5,000 plus to the starting price of $71,850. Although the 745Liís luxury may be indisputable, the attractiveness of the bold exterior styling certainly is. Although recognizably a BMW, with a headlight cluster very reminiscent of the current 3 Series, the new shape of the Li is a significant departure from the previous model, incorporating a taller, rounder and even softer look. Itís nothing if not bold, although the bulbous rear trunk lid and wide face are design traits that may not be to everyoneís tastes. Despite the fact that the Li can sometimes look ungainly in photographs, thereís no denying that up close this car has real presence. Getting lost in the crowd for this car is simply not going to happen. Getting away from the crowd shouldnít be much of a problem either. The 745Li may weigh a hefty 4,500 pounds, but its 4.4-liter, 325-horsepower V-8 engine is certainly no slouch. Double-VANOS heads smooth out the powerband by varying the intake and exhaust timing, which along with a Valvetronic variable valve lift, adds up to some serious performance. The car will sprint to 60 mph in just over six seconds, no easy feat for a car this size, and active roll stabilization (ARS)ówhich uses hydraulically controlled anti-roll bars to counter rollingóensures that this big BMW can hold its own through twisty turns. Performance aside, how has the 745Liís more controversial aspects affected its popularity? You might be surprised to learn that sales of this new vehicle are way ahead those of BMWís previous model, according to BMW North America spokeswoman Martha McKinley. She said the sales success is proof that BMW is a leader in the field of technology and that customers not only look for technology in a BMW, but expect it. McKinley did not seem at all surprised when I mentioned the criticism surrounding the use of the iDrive system and whether or not this is turning potential customers away from buying the car. It was clearly territory she has had to cover many times before. ìFrankly, the sales figures speak for themselves. The iDrive is not accepted by everyone, but most do and the sales net is a gain Ö and [people] can enjoy the benefits of the 7 Series without using the iDrive,î she said. ìThe technology is there if you want to use it.î In contrast to the BMW 745Li, the Mercedes S500 appears almost conservative at first glance. The car is no longer brand new, having been introduced in 2001, but for 2003, it sports a new front fascia, headlight and taillight glass, as well as a revamped interior, all of which serves to make the S-Classís appearance fresh and modern. At nearly 17-feet long, the S-Class is also big but surprisingly sleek. Its drag coefficient, for example, is a surprising 0.28óbetter than many sports cars. Inside, the cabin is more familiar and, in many ways, more welcoming than the ultra-modern BMW. The transmission lever fits comfortably into the right hand when starting the car, and getting going is no more difficult than it is in, say, a Ford Focus. The seats are highly comfortableóalthough they lose out slightly to the BMW in adjustabilityóand the wood and leather that adorn the cabin are first class. For all that, the fit and finish are not quite on par with the BMWóas one colleague put it, the Mercedes feels like a luxurious car, whereas the BMW is ìlike no car I have ever been in before.î But while the S-Classís use of technology may not be quite as prevalent as in the BMW 7 Series, it is still there, just lurking below the surface. Mercedes matches BMW trick for trick when it comes to gadgetry, which in cludes sophisticated onboard global positioning system navigation, an electric rear blind, 14-way adjustable seats, and a Bose audio system. The sheer volume of safety equipment onboard, however, can be a bit overwhelming, with close to 25 pages in the manual dedicated solely to explaining the carís many safety features and acronyms that go with it. ASR (traction control), ESP (electronic stability control), and ABS with brake assists are but a few of these features. In addition, Airmatic air suspension is standard on the S500 and ABC (active body control) is optional. The Pre-Safe system is available for the first time on any Mercedes, a safety system that kicks in during unavoidable impacts and activates additional seatbelt tensioners while moving seats and backrests into optimal position. If skidding does occur, it also closes the sunroof. But what really sets the Mercedes apart from its Bavarian rival is the recent introduction of 4MATIC all-wheel drive as an option on the S-class. After the amount of snow Washington has had over the last few winter months, nobody would discount the value of four-wheel drive. This third-generation system splits torque 40-60 percent front and rear and uses four-wheel traction control to send torque across each axle, which should in theory keep the car going even if only one wheel has grip. The five-liter V-8 engine doesnít have quite the power of the BMW, and while it doesnít feel quite as quick off the mark with its longer accelerator pedal travel, it certainly provides the goods when overtaking other cars. Surprisingly however, the S500 feels like a larger car than the BMWóprobably more a testament to the BMWís ability to ìshrinkî around the driver than any criticism of the Mercedes. Base price for the S500 is $83,900, but once you add in the 4MATIC control and additional options such as a heated steering wheel, the total comes to $87,415óor about $10,000 more than the cost of the 745Li. So does the addition of all this technology make these two cars any more luxurious or appealing than their competitors? Not according to Jaguarís chief program engineer, David Scholes, who says its new high-tech, lightweight, aluminum-bodied XJ car does not require the ìgeekishî skills of a computer programmer to operate. Recently quoted in the Financial Times, Scholes said, ìOur customers are emphatic in their opposition to gratuitous and unwanted features intruding on their driving experience; it should be there when you need it but should never impose itself.î While the Germans and the British may disagree about how to best present technology in their respective cars, that doesnít mean the Brits arenít using it at all. The new Jaguar plays host to a range of high-tech features, including sensor-operated air suspension, adaptive (distance maintaining) cruise control, and voice-activated commands. Wherever you sit on the technology debate, there is no denying that both BMW and Mercedes have put out two hugely sophisticated vehicles that truly pamper both driver and passenger. Many will choose the BMW for its boldness and innovation, while others will seek out the Mercedes for its sophistication and inherent brand characteristics. And as different manufacturers experiment with different technologiesówitness the new Audi A8ís interpretation of the iDriveóitís the consumer who will make the decision of how much tech is too much. All arguments aside, the reality is that technology is here to stay, and luxury car manufacturers will continue to increasingly use it to make cars more comfortable, safer and ultimately better. Karl Ferguson is a freelance writer in Washington, D.C., and press counselor at the Embassy of New Zealand.