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The 7 actually looks really classy with those taller (but narrower) grilles compared to the much wider and flashier version on the latest 7-series. Goes to show that tall kidney grilles are not an issue, but the overall execution of the grille design can harm the visual appeal of the entire car if not done properly.
When the new 7er grille came out, I actually thought it was somewhat fitting of the car's status, but now I look back and think maybe BMW had just broken me in by releasing the new X5 and X7 first. However, when I see the new 7er today, I think, "Yep, now the grilles are getting way too big and cheesy."
BMW definitely needs to focus on keeping the proportions of the grille "just right." The new i4 is moving in a better direction.
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