As a former BMW owner and still fan, and a current 23 RR owner they are very similar in a number of ways and also very different. If like us you were shopping for a 3-row European SUV (ie not a GM or Ford truck based huge SUV) you have three practical options: X7, GLS and now with this generation the Range Rover. We now have theee of them and still love them, warts and all – there is nothing else that really drives like them, but that isnt to everybodys taste. The X7 we found to lack personality and seemed somewhat generic but handled well. The new front end styling is hideous (the reviewers comment about large grilles being popular in the US is laughable.) The GLS felt a little more unique but has that soft Merc feel that leaves something to be desired and the interior felt cheap for the price. Both need a V8 to feel special, and even then didnt feel like good value.
We were fortunate given ownership history to get an early 7 seat LWB V8 RR and went with it. Its had its issue as we have come to expect, but it really drives like nothing else and love the design. My wife doesnt like the image part – feels too flashy for her and the service things are tiring after a while – so we are looking again at X7/GLS. People that view it as a status symbol, I dont get it. Still mass produced and as much as JLR like to push the image part of it, its off putting for us.
EDIT: Worth noting we got the best part from the BMW, the TT V8 is a monster and pairs very well with the new RR chassis.