Dealers Are Openly Calling for a Bigger Flagship
The luxury SUV arms race is far from over. While the current X7 sits at the top of the lineup many dealers believe it is no longer enough. Across multiple reports BMW retailers are now openly pushing for a new flagship SUV that would sit above the X7 in size presence and price.
According to Road and Track one dealer executive went as far as suggesting the brand needs a true Escalade competitor to stay relevant at the top end of the market. That statement reflects a growing sentiment among retailers who believe there is a clear gap in the lineup.
This is not criticism of the X7 itself. Instead it highlights how buyer expectations continue to shift. Customers entering showrooms are comparing vehicles by footprint interior volume and perceived dominance before evaluating performance or technology. Dealers say those comparisons increasingly favor vehicles that simply look and feel larger.
Why Size Still Matters in the Luxury SUV Market
Luxury buyers are not downsizing. In fact the opposite is happening. Ultra large SUVs have become rolling status symbols and mobile lounges. They offer comfort authority and flexibility in a way few other vehicle types can match.
Dealers report that many customers shopping at this level already know what they want when they arrive. They want maximum space a commanding seating position and an unmistakable presence. If a vehicle does not immediately meet that expectation the conversation often ends early.
As noted in coverage by Autoblog dealers believe buyers are willing to pay a premium for vehicles that deliver sheer size along with luxury appointments. This makes the segment especially attractive from a business standpoint.
Large SUVs generate higher transaction prices stronger margins and greater demand for premium trims and options. From a dealership perspective they are some of the most profitable vehicles on the lot.
Inside the Push for an Escalade Rival
The idea of a BMW SUV larger than the X7 has quietly circulated for years. What makes this moment different is how openly dealers are now talking about it. In a recent Motor1 report retailers confirmed they have been communicating this demand directly to the brand.
Dealers argue that the X7 occupies an awkward middle ground. It is luxurious and refined yet it does not visually dominate the way some competitors do. For buyers who equate size with prestige that matters.
Several dealers referenced customers who immediately compare exterior dimensions before stepping inside. Once that comparison happens it becomes difficult to redirect the conversation. This is where dealers believe a larger flagship could make an immediate impact.
Speculation has even included the possibility of an X9 style model though no official name has been confirmed. What matters more than the badge is positioning. Dealers want something clearly above the X7 both physically and psychologically.
What This Means for BMW Moving Forward
Introducing a new flagship SUV would signal a strategic shift. It would acknowledge that luxury priorities have changed and that presence now plays a bigger role than ever.
A vehicle above the X7 would likely focus heavily on rear seat comfort interior volume and upscale materials. Executive style seating advanced displays and a longer wheelbase would be expected. Powertrains would likely balance performance with electrification options to meet global market demands.
From a branding standpoint such a model would serve as a halo. Even customers shopping smaller SUVs would associate the brand with top tier luxury simply by seeing it in showrooms and marketing.
For BMW the challenge will be maintaining brand identity. The company has long emphasized driving dynamics. Dealers believe it is possible to deliver size without abandoning that DNA. The key will be execution.
Ultimately this dealer push reflects confidence. Retailers believe demand exists and that buyers are already asking the question. Is there anything bigger than the X7. Right now the answer is no. Dealers want that to change.
If the brand decides to move forward it would mark a new chapter in its luxury strategy. One defined less by restraint and more by presence. And in today’s market that may be exactly what buyers are looking for.
