The rise of hybrid vehicles has been a significant development in the automotive industry. While the Honda Insight and Toyota Prius are often credited as the first mass-produced gasoline-electric hybrids in the United States, BMW also entered the hybrid game with the ActiveHybrid 7 in 2011. These vehicles, however, remain a rarity, as they were not widely adopted by consumers.
One intrepid car enthusiast has been documenting these early hybrid models by visiting self-service junkyards across the country. Among the noteworthy finds are the elusive BMW ActiveHybrid 7, a V8-powered luxury sedan that was introduced to the American market in late 2010. The author stumbled upon one such vehicle in a Denver junkyard, and its presence is a testament to the car’s low sales figures.
From late 2010 to the first nine months of 2012, only 657 ActiveHybrid 7 cars were sold in the United States. The particular model found in the junkyard features a distinctive Blue Water Metallic paint, exclusive to the ActiveHybrid 7. In 2013, BMW made changes to the model, replacing the 4.4-liter V8 engine with a more fuel-efficient 4.0-liter straight-six from the 740i. This decision was likely driven by the desire to improve the vehicle’s fuel efficiency.
BMW marketed the ActiveHybrid 7 differently than its competitors, aiming to dispel the belief that hybrids are slow and unexciting vehicles sacrificing performance, space, and luxury for fuel economy. The brochure for the 2012 model proclaimed that the ActiveHybrid 7 was a factory hot rod, boasting a combined power output of 455 horsepower and 515 pound-feet of torque, thanks to its electric motor. However, despite these impressive performance credentials, the fuel economy of the ActiveHybrid 7 was not significantly better than that of its non-hybrid sibling.
With an EPA rating of 17 mpg city and 24 mpg highway, compared to the non-hybrid 750Li’s 14 mpg city and 22 mpg highway, the fuel savings were minimal. Moreover, the ActiveHybrid 750Li came with a hefty price tag of $101,100, while the non-hybrid 750Li had an MSRP of $88,200. This sizable price difference and the lack of a substantial fuel economy improvement likely contributed to the low sales of the ActiveHybrid 7.
In 2013, BMW introduced the six-cylinder ActiveHybrid 7, which achieved better mileage at 22 mpg city and 30 mpg highway. Although still not on par with more economical hybrid options like the Toyota Prius, these figures were respectable for a large luxury sedan weighing close to 5,000 pounds. However, by this point, the damage had been done, and the ActiveHybrid 7 did not gain the traction BMW had hoped for.
The fate of the ActiveHybrid 7 found in the junkyard reveals the challenges faced by these early hybrid models. With such limited sales, obtaining replacement parts for the hybrid powertrain became a daunting and expensive task. As a result, once these components failed, the cars quickly ended up in junkyards.
In hindsight, the ActiveHybrid 7 may not have been the road to the future that BMW had envisioned. Despite its luxurious features, impressive power, and incremental fuel efficiency, the ActiveHybrid 7 failed to capture the attention of consumers. The high price tag, limited fuel savings, and availability of more efficient hybrid models likely contributed to its downfall. As the automotive industry continues to evolve, the story of the ActiveHybrid 7 serves as a reminder that not every hybrid model is destined for success.
