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The goal is to design something that is going to be well received now, and will stand the test of time in the future. BMW's current design leadership are outright acknowledging that they didn't aim that high. In my view, the E46, E39, and E92 really hit that mark. All were departures from previous design but looked good at debut AND still look good today.
The E60 was not well received at debut, but grew on some (myself included) and sold well. An E60 like success is the best BMW can hope for with the 440 and M3/4.
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