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Do you think they are starting to head towards a 'brand identity' design? The CLA and refreshed E-Class do look like they're somewhat brothers.
At this point, I have no idea. They've changed so much recently. I thought the W212 was launching a new identity, with the hockey stick fogs, points-of-light LED's and then Ponton, and very angular design.
Then they suddenly changed everything again, none of the LED's are "iconic" as they've changed so much, the rear's now utilize BMW's "lava lamp" look, etc.
It appears that in 5-10 years the whole lineup will be the "nature inspired" rounder look, at least except for the models that are out right now that have the previous ever-changing languages that won't fit into the future language.