For decades, the luxury car was a relatively straightforward symbol of success. Its purpose was to be recognised, preferably immediately, and its value was often measured through size, prestige and the unmistakable presence of a particular badge. Today, however, the conversation is becoming more complicated. Personal taste, craftsmanship and the ability to create something genuinely individual are increasingly important, raising an interesting question: is luxury still about what other people recognise, or has it become more about what an object means to its owner?

Few people are better placed to discuss this shift than Karim, Managing Director of BMW Group Middle East. Working in a region with a particularly sophisticated relationship with luxury and bespoke design, he has a front-row perspective on how customer expectations are changing. With the introduction of the new BMW 7 Series and its expanded BMW Individual programme, we spoke to him about the relationship between engineering and art, why human craftsmanship still matters in an increasingly automated industry, and whether there is such a thing as too much individuality.

— For decades, luxury cars have been associated with recognisable symbols of success. Today, we increasingly hear about individuality, personal taste and self-expression. Do you think the meaning of automotive luxury is changing, and how does the new BMW 7 Series reflect that shift?

— Yes, the meaning of luxury is evolving. It is becoming less about displaying what you have and more about expressing who you are. Customers increasingly value experiences and objects that feel personal, considered and authentic to their own taste. The new BMW 7 Series reflects this shift by combining a commanding presence with an exceptional degree of choice, from its colours and materials to its digital environment and the character of the journey itself. It remains unmistakably a BMW, but it gives each customer the freedom to make that experience distinctly their own.

— BMW Individual now offers more than 500 two-tone colour combinations for the new 7 Series. At this level of personalisation, are customers simply choosing the appearance of their car, or are they becoming participants in the creative process? Where do you draw the line between personalisation and bespoke craftsmanship?

— The role of BMW Individual isn't simply to offer a catalogue of options, but to create a framework in which personal taste can be expressed with quality and coherence. Personalisation becomes bespoke craftsmanship when a choice is translated through specialist knowledge, disciplined design and an uncompromising standard of execution. Creative freedom is important, but so is curation. The final result should feel personal without losing the harmony, integrity and unmistakable character of a BMW.

— Fashion, architecture, furniture and contemporary art all offer different ways to express personal taste. Do you see a connection between these creative disciplines and the way people configure their cars? And where does BMW find inspiration when developing new colours, materials and finishes?

— A car is part of a customer's wider world, so the choices they make often reflect the same sensibilities they bring to fashion, interiors, architecture or art. Proportion, texture, contrast, light and materiality matter across all these disciplines. At BMW, inspiration comes from observing broader shifts in culture and design, but it is always interpreted through the lens of the brand. The objective isn't to follow a trend literally. It is to understand what feels relevant and then translate it into colours, materials and finishes that remain sophisticated, durable and authentic to BMW.

— The new BMW Individual Dual-Finish paintwork takes more than 75 hours to complete, with specially trained craftspeople involved in a complex, partly manual process. In an industry increasingly defined by automation, why is human craftsmanship still so important? What can a skilled artisan achieve that even the most advanced machine can't?

— Automation gives us extraordinary consistency and precision, but craftsmanship adds judgement, emotions, sensitivity and care. A skilled craftsperson can read a surface, recognise subtle variations and respond with an experienced eye and hand. That human contribution is especially important when the objective goes beyond technical correctness to create something emotionally compelling. For us, the best result isn't a choice between advanced manufacturing and craftsmanship. It is the intelligent combination of both, with technology ensuring precision and people bringing discernment and dedication.

— BMW Group Plant Dingolfing combines advanced manufacturing technology with traditional craftsmanship, producing the 7 Series in its different configurations on a single production line. How do you maintain the precision and efficiency of modern automotive production while allowing room for such a high degree of individuality?

— I believe the real strength of modern luxury manufacturing is that precision and individuality are no longer opposites. At BMW Group Plant Dingolfing, all model and drive-system variants of the new BMW 7 Series are built on a single production line, combining advanced technology and flawless engineering with skilled craftsmanship.

At the same time, BMW Individual gives customers an exceptional degree of personalisation, including the new Dual-Finish paintwork, which itself combines technological sophistication with expert craftsmanship.

— We often talk about craftsmanship in the context of haute horlogerie, jewelry or handmade furniture, but rarely about mass-produced automobiles. What details of the new 7 Series would you point to as examples of genuine automotive craftsmanship, particularly those that an owner might not immediately notice?

— Craftsmanship in the automotive world is perhaps most impressive when you don't immediately see the effort behind it. For me, genuine luxury isn't simply about adding more features. It is about the precision, human skill and attention invested in details that ultimately make the entire product feel exceptional.

The new BMW 7 Series is a very good example of this philosophy. BMW Individual allows customers to take personalisation to an extraordinary level, from a wide choice of upholstery and paint finishes to special-edition models and even one-off vehicles created through BMW Individual Manufaktur. On the new 7 Series, customers can choose from 130 paint colours, while the two-tone option opens up 500 individual colour combinations.

But perhaps the best expression of craftsmanship is the new BMW Individual Dual-Finish. It combines a matt finish on the lower part of the vehicle with a metallic finish that is applied manually to the upper section, complemented by a Coachline that is also drawn by hand. What fascinates me is the transition between these two very different finishes: despite their different compositions, there is no noticeable transition point. That is the kind of detail an owner may never consciously recognise, but it contributes enormously to the sense of quality.

And behind that apparently effortless result is a remarkable amount of human work. More than 20 specially trained employees are involved in the process, which includes manual preparation across 12 painting steps. Each BMW 7 Series ordered with Dual-Finish spends more than 75 hours in the paint shop, almost six times longer than with a conventional finish. The technique itself took two-and-a-half years to develop.

— The new 7 Series features an upgraded BMW Theatre Screen, immersive sound and an increasingly sophisticated digital environment. At what point does a car stop being merely a means of transportation and become a personal living space? How do you approach designing an experience that feels luxurious rather than simply technologically impressive?

— A flagship vehicle becomes a personal living space when every element supports how people want to use their time, whether they are driving, working, relaxing or being entertained. The luxury doesn't come from the number of screens or features. It comes from how naturally everything works together. Technology should feel intuitive, calm and relevant. In the new BMW 7 Series, the digital environment is designed to deepen comfort and personalisation while preserving the sense of occasion that belongs to a luxury flagship. Technology becomes luxurious when it makes the experience simpler and more enjoyable.

— Technology evolves incredibly quickly, while the best examples of craftsmanship can remain relevant for generations. How do you balance these two very different timelines when developing a flagship luxury car? What makes a technologically advanced interior feel timeless rather than outdated in a few years?

— Timelessness begins with strong fundamentals: proportion, material quality, intuitive interaction and a clear design philosophy. Technology will continue to evolve, but it should be integrated with purpose rather than presented as visual novelty. When digital features are easy to understand, genuinely useful and supported by a calm physical environment, they age more gracefully. Craftsmanship gives the interior emotional permanence, while thoughtful digitalisation keeps it relevant. The balance is achieved when neither competes for attention and both serve the customer.

— The BMW 7 Series has always occupied an interesting position: it is a car designed to be driven, but also to be enjoyed from the back seat. How do you reconcile the traditional BMW philosophy of driving pleasure with the growing expectations of passengers who want privacy, entertainment and the comfort of a personal retreat?

— We don't see those expectations as contradictory. The BMW 7 Series must deliver an authentic BMW experience from every seat. For the driver, that means confidence, precision and the sense of connection that defines BMW. For passengers, it means exceptional comfort, privacy and the freedom to use the journey as they choose. The strength of the 7 Series is that it doesn't ask customers to choose between driving pleasure and a first-class rear-seat experience. It brings both together in one coherent flagship.

— The Middle East has a distinctive relationship with luxury, design and personalisation. From your experience, how do customers in this region approach bespoke automotive design? Are they more adventurous with colours, materials and combinations, or are we seeing a shift towards subtler expressions of individuality?

— Customers in the Middle East are highly knowledgeable and have a very developed understanding of luxury. Some embrace bold colours and expressive combinations, while others prefer individuality that reveals itself through subtle materials, finishes and details. What unites them is a desire for authenticity and a vehicle that feels personally considered. I wouldn't describe the region through one aesthetic direction. Its strength lies in the confidence and diversity of its tastes. Increasingly, the most sophisticated choices combine distinction with restraint.

— With so many personalisation possibilities available, choosing becomes an art in itself. What makes a beautifully configured car in your opinion? Is there such a thing as too much individuality, or should personal taste always take precedence over conventional ideas of good design?

— A beautifully configured car has a clear idea behind it. The colour, materials and details should relate to one another and create a coherent overall character. Individuality should always be encouraged, but good design also depends on proportion, balance and restraint. Personal taste comes first because the car belongs to the customer, yet expert guidance can help transform many individual choices into one harmonious statement. The most successful configurations feel distinctive without feeling accidental.

— Imagine you were commissioning your own BMW 7 Series through BMW Individual, with complete creative freedom. What would it look like? Would you choose something understated and timeless, or take the opportunity to create something nobody else has?

— In fact, I recently had the opportunity to commission my own BMW 7 Series as a company car, and I chose a BMW Individual Dual-Finish exterior combining Frozen Tanzanite Blue on the lower body with Tanzanite Blue metallic on the upper section, complemented by a light interior.

What I particularly like is the contrast between the matt and metallic finishes. It gives the car depth and character, while the finely applied Coachline accentuates the separation between the two surfaces and adds another element of craftsmanship.

The result is distinctive, but still very refined. For me, individuality doesn't need to be loud. The most compelling expressions of luxury are personal, harmonious and timeless, with details you continue to appreciate long after the first impression.