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I do feel like we're reaching some sort of converging point here.
It is worrisome when MB makes radical changes like this. It isn't particularly confidence-inspiring, and it makes customers wonder if they're buying something less 'valuable' when a company doesn't even really believe in what it is making. At the same time, I really like change. The same design for eight years is great for the person who bought it on the first year, but it does get tiring sometimes. While I feel like the F10 is quite the strong design, it does seem to be losing my interest at this point, four years in. Regardless of how I feel, sales are speaking for themselves and the 5er remains a blockbuster success. This car is indisputably one of BMW's most celebrated designs, and has not aged one bit since its release. I just wish BMW would go a bit more interesting with their LCI's.
I'd say a good middle ground is somewhere far from Mercedes and closer, but not exactly at BMW.
For me, as long as the original design is strong I think light facelifts are perfect, because if the design is THAT strong, messing with it will be like simply messing with "perfection", i.e like ruining the perfect balance the car was holistically designed as originally. A car can be a great art piece, and a great art piece doesn't get chopped and screwed after a short period of time. It as we said does send a great message to the consumers ("we know best, we did the best, and you will like it"), people love that when a company can actually pull it off.
It also allows the original version to age gracefully, and the entire generation to age with grace, and possibly go into "future icon" status.
To me, what made the F10 maybe less enticing than the E-Class originally is what has made it grow more and more on me so strongly. It is the anti-Mercedes design. There are no gimmicks, nothing to make you drop your jaw for when it came out.... but you quickly realize that it's flawlessly proportioned, how elegant and smooth it looks, how it "just works" (to quote Mr. Steve Jobs). It's like how old-school M-B's were: Purely and simply great, not complex and convoluted and messy like current M-B's.
The F10 will go down in history as one of the greatest Sedans of modern time I think, not nearly as revolutionary nor detested as the E60, and not as flawless as the E39, but it's a worthy child to the E39 in about every way but weight, and it is exactly because it is the anti-nu-Mercedes, it is simple, pure, focused, and probably won't be messed with much come facelift time.
Yes, it won't be as exciting as the E's new popping-smoke effect, but the E's effect will be short-lived until Mercedes do their next about-face and premature language change, while the F10 will just roll along as the design backed by its designers, "too good to mess with too much", and it will make the cars aura a much more premium and respectable one. Enthusiasts will respect the F10's careful changes as to preserve the dignity of the original design (as compared to M-B who massacre the dignity of their own designs with such massive reconstructions), and the consumer will have more trust in BMW's designers tastes.... as they won't be seen as going back on their own work so much.
That's how I see it.