The E65 BMW was vastly updated exterior-wise during the mid life revision as its design was a whole lot more controversial and polarizing than the current or previous generations. E46 3series was quite different in appearance when launched as Coupe. So its not only Mercedes who are doing big revisions.
I think that Mercedes is updating their designs more comprehensively because they are facing competition not only from the European marques that are redefined recently (Audi and Jaguar) but companies like Hyundai are also trying to get some sales away with its top models. Mercedes faced competition from upmarket Japanese brands from 1990s and now the Koreans. Mercedes also increased their product portfolio significantly from mid 1990s which diluted the exclusivity of Mercedes' design and made their hall mark design language quite a common sight. What I am trying to say here is that when you have only few models on the road, the design language is definitely more exclusive and a particular design can be extended for longer period. Therefore, its not merely marketing talk when Mercedes is speaking about shorter design cycles with their current product strategy of having many models sharing the design language. My only concern at this stage is that the updated models of the previous SL and the current C class looked worse than original. I hope that wont be the case with the E.
OK good someone is referring to BMW facelifts.
First, let's go into the E46 facelift. Agree it is one of the most visually different facelift of BMWs, yet there are a few things, first, the scale of the change of that facelift was no where near as much as this one, even if we JUST talk about the exterior (since the interior got pretty much zero changes except for adding cup holders or a center compartment with a slide door. The change was: new hood, new front bumper, new side fenders, new rear bumper. The reason why we thought it was big was because the headlights changed. You open up the hood and you will find that in reality, 99.9%, even the headlight assembly, is the same as the pre-FL, changes were kept to the very minimal. Do I think that BMW made a mistake with the E46 pre FL? No! that was such a great looker, and honestly i don't think the FL really changed the car too much, it was like a modernization, the E46 was a 1998 model and design leaned towards the E36, but no, no way the E46 preFL was a mistake, you could tell it was a modernization with the same language.
E65 - yes, obvious a mistake admitted. Huge changes? Not really, the scale was similar to the E46 changes but everyone could tell they toned things down and admitted that people didn't liked the original E65.
You can even talk about the previous A3, with the grille changing from the "old" Audi grille to the new, joint Audi grille.
Mercedes Benz, the C-class, it pretty much had a new interior in FL, and who thinks the FL actually looks fresher? I don't, i don't even know why they messed up the front, the rear was OK, updating graphics. It's like MB is too scared to just update their cars a little, even if they think the car looks absolutely fine, they still got to change it big time. With the W212, come on, new hood, bumper, fenders, side panel, rear bumper, rear trunk, headlights, tail lights, interior... come on, this is really a screw up.