BMW has developed a basic approach to interior design that it uses in all its models: Make it simple, ergonomically correct and handsome. The only differences you find moving up the lineup are the addition of comfort and convenience items. As expected, the 740i comes with a full complement of both. New for '95 is an outside temperature display with an audible freeze warning and a photo-transistor control of LCD brightness according to ambient light conditions. A Multi Information Display at the top of the console includes controls for the very good sound system - with CD player optional - automatic climate control and trip computer. Controls are well-marked and not complicated to use, although it wouldn't hurt to spend some time going over them in the owner's manual. The look of an already attractive instrument panel is improved by the use of ventilation slats that fold flat rather than remaining slightly open or overlapping. The standard leather upholstery is probably an industry benchmark: soft, supple and perfectly stitched. Everywhere you look, the fit-and-finish is impeccable. Wood trim is taste-full but not overused. The steering wheel has controls for a cellular phone (dealer-installed option) and cruise control. Of lesser sophistication, but still appreciated, are cupholders front and rear. Safety is looked after by a strong and rigid body with crush zones front and rear. There are dual airbags in the 740i with an operational twist: If a collision is minor, the airbags won't activate, although automatic seat-belt tensioners will. And regardless of impact size, if the passenger seat is not occupied, that bag will not deploy. In our humble opinion, only the Jaguar offers an interior as luxurious and satisfying in this category of vehicles as the 740i.
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