".......The ride is a triumph, however; sure, road noise is more pronounced from the 21-inch Alpina Classic alloys, but the switch from runflats to bespoke Michelins means that you can trundle around urban roads without much fear of being bounced off your (very comfortable) seat. the B7 is comfortable on worn motorways, too, even at more than 150mph....."
BMW engineers take note. The 7-series has the potential to beat the S-class. It certainly handles and drives better, but it also needs a better to ride to become the superior luxury car. So take a leaf out of Alpina's book and ditch the runflats in favour of standard tyres until you are genuinely able to make them provide as good a ride and not a moment before.