BMW discontinues Personal Pilot L3 driver assistance in the refreshed 7-Series due to low demand and limited benefits. Learn about the reasons and impact on automated driving.
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BMW has decided to drop the Personal Pilot L3 driver assistance system from the updated 7-Series sedan. A company representative confirmed to German publication Automobilwoche that the refreshed model, launching in April this year, will not offer this automated driving package. This effectively ends development of the feature for the current generation of the flagship model.
The company explained that insufficient market demand and limited practical benefits for customers drove this decision. Despite the system's technological significance and image-enhancing role, buyer interest fell short of expectations. The option's price tag of 6,000 euros also played a major part.
Personal Pilot L3 debuted in July 2023, positioned as a step toward more advanced driving automation. However, due to existing regulatory constraints, its functionality proved quite narrow. The system could only be activated on highways at speeds up to 60 km/h under specific conditions. It lacked lane-changing support, essentially serving as a traffic jam assistant.
Interestingly, Mercedes-Benz announced a few weeks ago that it would discontinue a similar function for its S-Class and EQS models. The company stated it plans to focus on developing systems with greater added value and customer comfort. The moves by these two leading German manufacturers highlight how implementing such systems continues to face hurdles like regulatory limits, high costs, and questions about genuine demand.