This is the new BMW 7-series, the fifth generation of the model that BMW hopes will dramatically revive the fortunes of its flagship executive saloon.
The new BMW 7-series will go on sale following its public debut at the Paris motor show in late September, with right-hand-drive UK sales set to kick off in November. It can't come quickly enough for BMW; sales of the current 7-series have fallen to record lows in recent months.
Developed completely from scratch, with record investment from BMW, the new 7-series is the beginning of a renewed push by BMW for technological superiority.
The biggest advance on the new model is the car's rear-wheel-steer system, called Integral Active Steering. BMW claims the technology gives the 7-series class-leading agility and unparalleled low-speed manoeuvrability.
It's the first production car to offer internet access on the move as part of BMW's ConnectedDrive system. It also has a night-vision system, like the S-class, but this one can distinguish between humans and objects and will sound an alarm if it thinks an accident is likely.
The big news, though particularly given the current focus on environmental compatibility, is the promise of a petrol/electric hybrid model using the two-mode system developed with General Motors and Daimler.
Although not part of the launch line-up, it will go on sale within the next 12 months, kicking off what BMW insiders say will become a large range of hybrids.
The new BMW 7-series' looks are bound to polarise opinion, especially as it is tipped to act as a design template for all upcoming BMW models. This car is distinctively edgier - incorporating flatter surfaces and tauter forms - than the one it replaces.