BMW India has just added a fourth variant, albeit for a limited period, to the 7 Series portfolio. It’s called the Individual 740Li M Sport Edition. Quite a mouthful that, isn’t it! Matching that is the price tag – Rs 1.429 crore. To create that sense of exclusivity, only a limited number of units are available via BMW India’s online shop. More importantly, however, it is a landmark variant. Why? Because it is the first-ever locally-assembled BMW that offers personalisation from the brand’s Individual division.

No points for guessing; the BMW 740Li M Sport was the donor variant. Compared to that, the limited-run derivative costs Rs 2.4 lakh more. So, is it worth paying the extra? Let’s answer that objectively. First of all, the newcomer is available in two BMW Individual metallic shades – Tanzanite Blue and Dravit Grey. As standard, it comes with the same 19-inch alloy wheels. But, there are two 20-inch designs available in the options list.

Next, the interior trim consists of fine-wood trim ash grain chestnut with wooden inlays. Complementing that exclusive finish is upholstery draped in Nappa leather with stitching in Mocha or Black. For that personalised flair, BMW’s offering customisable embroidery on Alcantara headrest and backrest cushions. Besides that, specific elements in the cabin flaunt ‘BMW Individual’ branding. Lastly, the headliner. It’s made from Alcantara in Ivory White with Canberra Beige highlights.

The rest of the package remains the same as the standard 740Li M Sport, including the 3.0-litre turbocharged engine with 335bhp/450Nm on tap. With the help of a slick 8-speed automatic transmission, the 740Li can hit 100kmph from a standstill in 5.6 seconds. So, to answer the question – yes, the extra amount is worth paying for to inject an air of exclusivity. In other words, if you can afford to buy the Luxo barge, it is worth paying that premium to individualise its feel.

And there’s another incentive. All customers who buy the BMW Individual 740Li M Sport Edition will automatically gain membership to the BMW Exclusive Club. They can then enjoy exclusive benefits, which are bucketed in four categories – Bespoke Travel, The High Life, Grandstand and BMW Privileges.

In India, the BMW 7 Series competes directly with the Mercedes-Benz S-Class and the Audi A8. Out of the three, which one do you fancy the most?